CASE STUDY:

Medical Software Startup
Looks for a New Direction

Background: A highly specialized medical software startup was facing stiff pressure from the largest competitor in their space. They knew they had a strong technology, but they were struggling to understand their place in a market that was increasingly dominated by larger providers.

Objectives: Find a new positioning that would truly differentiate them from the competition and lead to improved sales results.

Challenges: In addition to increased competition, the company was facing a tough economy and new regulation across the medical industry that was slowing down all software purchases while customers evaluated compliance.

Solution: By creating a product roadmap that aligned this company's software development strategy with the new industry regulatory structure, it was determined that they could effectively differentiate themselves and approach a number of major competitors as potential partners.

Results: The new positioning and roadmap were well received, and within months, a successful partnership was established with a much larger company that brought increased visibility and market acceptance.

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"…able to provide results that are contemporary, realistic, and attainable…"

Dell Barton
Strategic Research Manager
Fortune 100 Technology Company

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