Shaping a winning brand value proposition


A healthcare Company’s Informatics salesforce faced challenges in selling the Organization’s new integrated technology platform in radiology to new economic buyers at the hospital leadership level. The challenge was to identify a hidden opportunity for our Client’s technology platform.


After conducting market research and in-depth interviews, Ogilvy Consulting recommended that our Client reposition the radiology department leaders as the “new heroes of process efficiency.” What had been a complex and challenging sell became a simple and powerful narrative about patient care and profitability organized around the platform’s data-intensive capabilities, which led to better patient outcomes and higher economic value for Client institutions.

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