Confident Competence
"You guys have absolutely nailed this marketing strategy. It's brilliant."
The challenge
The world's first competency platform, Confident Competence is a dedicated mobile app for measuring competence in real life settings. Putting a complete competency library and assessment toolkit in the pocket of healthcare professionals, it aims to improve consistency of care and reduce administration time.
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With just four months until launch, the Confident Competence team were looking for a coherent marketing strategy. Within that time, we defined the brand's role in the sector, mapped the route to market, and delivered everything from a new website, to event collateral, brand assets, editorial content and social media.
The approach
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​Brand positioning: In our first collaboration, we (myself and Gem Tordoff of Thunderwolf) delivered a comprehensive market review, covering the competitive landscape, audience needs, regulatory context and emerging trends. It quickly became clear that Confident Competence had the opportunity to lead a new category. To do so, the brand would need to act as a sector figurehead, making a case for measuring competency as the key to improving quality of care. We developed a strong messaging framework to land the brand with clarity and conviction from day one.
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Marketing strategy: We mapped user journeys and identified priority channels, tactics and content to both raise awareness - of the brand and wider competency category - and generate qualified leads. A tight roadmap carried us through to launch within just a few months.
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Launch: With the strategy in place, we worked at pace to prepare for a major industry event earmarked as the official launch. We managed the website design and build, and created pitch decks, event materials and brochures. We also produced long-form articles, welcome packs, press releases and social content. Everything was in place for a confident brand and product launch.
The results
The Confident Competence team were thrilled with the strategic thinking that went into the brand positioning and planning for launch. The in-house team continues to work with all the platforms that we prepared for launch.
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