Q&A: developing an integrated communications campaign for a broad audience
Aaron Vaught, director of marketing at FormFast, recently spoke with us about the highly successful “Simplify” integrated communications campaign. When a company provides solutions addressing a variety of hospital pain points, it can be difficult to find a comprehensive message that speaks to a wide audience. FormFast did just that, and Aaron tells us about the process.
Dodge: Can you give us a quick snapshot of FormFast and how the company serves the healthcare industry?
Vaught: FormFast provides automation solutions, specifically for hospitals and healthcare organizations. Our solutions include workflow technologies, output automation solutions, e-forms, eSignature, and a variety of technologies that come together to create high performance hospitals.
Dodge: Can you discuss the catalysts behind the development of the “Simplify” campaign?
Vaught: One of the greatest things about FormFast is that we do so much with our FastFlow workflow platform. There are so many solutions it can provide for different areas of the hospital. However this poses a challenge for us in marketing. We needed to find a way to incorporate capabilities, as well as our legacy products, into one cohesive marketing message. We were seeking to find an umbrella campaign, with a single unified message at the top, and from there we can introduce our offerings.
Dodge: What customer pain points did you work to address?
Vaught: One of our goals was to address the state of the market and industry, which has several drivers and pain points leading to confusion and fragmentation. We ended up with ‘Simplify’, because it is an easy and accurate descriptor of what we do for our clients. We were hoping to show to our prospects that our product is flexible, and can do quite a bit, but overall makes their job easier by simplifying their processes.
Dodge: The campaign was composed of print and online ads, website work including a landing page, an email campaign, direct mail, sales collateral and booth branding, and you rolled it out during HIMSS 2012. How did your internal staff react to the campaign?
Vaught: It was very well-received, especially the collateral. It was a nice, clean presentation, which also portrayed a good level of professionalism. It clearly presented the message we wanted to get across.
Dodge: How do you think your customers and prospects attending HIMSS received the campaign?
Vaught: I think it was also well-received by our customers. We had a lot of great comments at the conference regarding the booth and on the overall aesthetic that we presented. We were trying to present ourselves as a larger, thought-leading organization, and so we developed a campaign that spoke to that.
Dodge: One of your goals was to create a positive brand association between your products and the simplification of healthcare processes. Do you think the campaign was successful in achieving this goal?
Vaught: Yes, I think so. I believe that single word describes very well what we do in a nut shell. It is very flexible for speaking to different prospects, which is one of the things we work to do well—speaking to executives along with those in the trenches. Now, as we are having conversations with our prospects, we can describe how FormFast can help you simplify, no matter what the pain point.
Dodge: What important lessons do you feel like you’ve learned from the campaign?
Vaught: I feel like we are on target with our goal in increasing our presence and changing the look we had for prior to the campaign. It was a great entry point, and I think it is a great opportunity to expand on in the future. We are planning to evolve the campaign into 2013, using the same overall ethos.