DocComs
"Becky's input was invaluable and demonstrated her talent to get to the heart of the business. She is a pleasure to work with."
The challenge
When I met the founders of DocComs - an innovative app to improve communications between healthcare professionals - they were seeking further rounds of investment, and preparing the product for launch. A lot of care was going into functionality and user experience, and they needed help with communicating with their target audiences.
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My challenge was to help them develop their brand and articulate their product's features and functionality, before setting a marketing strategy to launch the product with a very specialist target audience.
The approach
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​Brand positioning: Following workshops to explore audiences, competitors, industry context and brand personality, we developed a positioning to reflect the unique strengths and ambitions of DocComs. The platform had been developed by consultants who had detailed knowledge of the front-line requirements for healthcare communications, as well as keen eyes for the opportunities.
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Brand articulation: Armed with audience personas and a newly refined proposition, we worked with an experienced brand designer to develop a comprehensive brand platform. We also interrogated the technical capabilities of the product to set out clear descriptions of features and specifications.
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Marketing strategy: Finally, I set down a clear strategy - and plan - for how to progress from soft launch phase to raise awareness of the new communications platform at scale.
The results
The new brand positioning and look and feel has supported DocComs through multiple rounds of investment funding since we worked together, and has since been brought fully to life on a new website.
The full launch had to be delayed in order to prioritise further product development, but the plan is ready to be executed when the app is set for wide release.
