Friday January 11th, 2013

Rethink your digital space

Graphica helped Midmark introduce their Clinical Solutions initiative – a marketing effort to coordinate and connect their medical products to improve workflows for patient-physician interactions. The campaign prompts physicians to “rethink the clinical space” and positions Midmark as an expert to help them achieve workflow efficiencies in exam room design.

The Clinical Solutions integrated program included an oversized guidebook with showcase photography and an interactive flash website. Once launched, it was met with overwhelmingly positive feedback and quickly became central to Midmark product messaging and strategy. The sales staff used the website, in particular, as a valuable and robust tool out on the road.

Success often breeds more success. That was the case for Midmark’s Clinical Solutions. They developed more workflows, including four that focus on a new “vitals” segment. And when it came time to update materials and expand the website, two new objectives were set into motion: initiate a user analysis of the site and its performance; and, since sales staff was hitting the road more frequently with tablets in hand, ensure the updated site would perform well on the iPad.

Ultimately, Midmark Clinical Solutions would move into new digital space. Along with incorporating product updates, the website jumped from flash to HTML5 and was restructured with a new content management system focused on SEO, analytics and lead generation. In rethinking their own space, Midmark, with Graphica’s help, ultimately proved their ability to move toward the future with intelligent, insightful solutions – for themselves and their clients.