Benchmark provides independent medical examinations and is a process and technology innovator in this highly specialized space. They engaged Swystun Communications to assist in positioning and to develop a go-to-market strategy that would both create awareness and attract healthy new business.
This client operates in a tightly regulated, legally sensitive and highly competitive world where healthcare and insurance intersect. The company was not interested in being one of many so sought creative, yet practical solutions to make them stand out. In addition, they are technology innovators whose proprietary products and processes were not getting the desired attention.
We mapped the brand strategy to the business strategy and found that while treated as a commodity, Independent Medical Examinations are actually a professional service and the expectation of quality in the category is not associated with excellence. This was the opportunity for Benchmark to claim a more rarified air. They are now a service dedicated to providing insurance for the insurance industry.