Sharpening the Spear: How One Company Leveraged Competitive Messaging Research to Formulate a Stronger Plan of Attack
When the federal government created an incentive program for hospitals and health care facilities nationwide that implemented an electronic health record (EHR) system, EHR provider Prognosis Health Information Systems stood at the precipice of rapid growth. Yet the company had an important weakness. Its competitive messaging was largely tied to customer needs that predated the rapidly changing HIPAA Laws that govern EHR implementation. If Prognosis failed to update that messaging in the right way to resonate with its customers and prospects, it risked being left behind in the competitive EHR market.
“To borrow a sports analogy, we felt like we had the talent and ability, but we were unintentionally burying ourselves on the depth chart,” says Ramsey Evans, Prognosis’s CEO. “We recognized that if we didn’t change our messaging, we might never get the opportunity to actually perform. We could have easily ended up being that very talented athlete who never really got the chance to play.”
That’s why in early 2011, Evans and Prognosis’s team reached out to OpenView Venture Partners for help. Although the Prognosis had drawn up details about which value propositions and competitive messages would be most effective going forward, the company had no system in place to test them. Not only that, trying to conduct an initiative of that scale on their own would have distracted the company from other important internal initiatives. The company also feared that it lacked the objectivity to make fact-based decisions.
OpenView Labs offered that objectivity as well as the expertise and experience necessary to execute the initiative. The team ultimately conducted a project with two primary goals:
- To create new sales messaging that better resonated with changing buyer needs
- To create targeted content for Prognosis’s website that supported those messages
“One of the most important things to emerge from this project is that the direction we’re now heading in and the messaging we’re using to communicate that direction is far different than what’s being conveyed by our competitors. There’s a clear distinction that exists, and I think that’s a very good thing for our business.”
To find out more about how OpenView helped Prognosis develop its competitive messaging, download the full case study.
You can also learn more about competitive messaging by checking out OpenView’s eBook, “Why Us? A Guide to Competitive Messaging.”
Understanding how OpenView helps its portfolio companies craft competitive messaging that resonates with their prospects and clients.
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