Client
Home Med-Equip (HME) Company, Concord, California—A Regional home medical equipment and respiratory services provider.

Challenge
Home Med-Equip, a 25 year old home health care business with 2 locations, was facing extensive, intense competition. Business was underachieving. Management was seeking new perspective, new positioning, new collateral and assistance in enhancing their brand image and sales efforts.

Solution

Analysis

• Summit Marketing provided strategic marketing overview on competition, current strengths and weaknesses, and positioning.
• Assessment of core capabilities and differentiating services and capabilities
• Conducted sales and customer interviews

Strategy

• Created new positioning and key messaging using input from sales, customers, management and market needs.
• Targeted expansion and awareness of unique respiratory services
• Structured the new travel oxygen program, “Travel Anywhere”
• Launched HomeFill oxygen expansion with DRTV

Implementation

• Fine-tuned logo, tag line and use, positioning and key messaging
• Developed new corporate collateral including three targeted service brochures and web site copy adaptation.
• Coordinated the RFP for design and printing with local free lancers,
• Coordinated DRTV (direct response tv) tests with Invacare HomeFill Oxygen using cable and broadcast tv.
• Developed press releases and provided guidance on management role and use of publicity

Measurement

• New positioning and collateral energized and refocused company efforts with direct impact on sales growth, +28%. “Colette deserves a great deal of credit for our increase in sales.”
• New tag lines and key messaging are used throughout the company (web site, delivery fleet, ads, etc.)
• Trade press coverage was achieved.
• New programs continue to stimulate new leads and sales.