Case Study: Calgary Scientific

With products for cloud-based medical imaging and software virtualization, Calgary Scientific needed to ramp up leads in its new virtualization market without hurting the credibility of its brand in the healthcare space which had begun to gain traction with medical OEM (original equipment manufacturers) channel partners. MI was engaged to audit marketing to date, evaluate and hire for gaps on the internal marketing team, and begin to execute marketing tactics that would build momentum. MI transition marketing to the in-house marketing team in 2013.

Challenge:

Market two distinct technology products to two separate industries and keep the message clear and credible to both. 

What we did:

  • Ongoing marketing leadership
  • Team evaluation and hiring support
  • Buyer research - work with sales to crystallize understanding of buyer needs
  • Brand definition - define differentiated message for each product
  • Marketing plan - identify focused, select markets for targeted campaigns
  • Events - support internal team with planning
  • Email campaigns - leverage event leads, co-marketing allies to broadcast campaigns
  • Website evolution - evolve message to best target and engage buyers
  • Social marketing - leverage LinkedIn and Twitter for thought leadership
  • Blog editorial plan - market conversation scan and hot topic plan
  • Blog development & content marketing - plan and produce lead-generating content

Impact:

  • Internal marketing team evolved (3 let go, 3 hired) 
  • Marketing processes and templates established to plan, execute and evaluate marketing programs accountable to budget and goals
  • Supported adoption of marketing automation tools
  • 10-fold increase in web leads
  • 60% increase in social followers
     
Website - Clear positioning and product offering

Website - Clear positioning and product offering

Website - Testimonials, partners, luminaries for credibility

Website - Testimonials, partners, luminaries for credibility

Blogs - Healthcare mobility as global IT trend

Blogs - Healthcare mobility as global IT trend