The Challenge: The Challenge: As a 27-year industry veteran, API Healthcare’s knowledge of the healthcare industry runs deep. Despite this advantage, the company faces tough competition in its market, including vendors that develop workforce management solutions for multiple industries. To stay ahead of the competition and strengthen its market position, API Healthcare needed to increase mindshare among C-level executives and better emphasize its unique differentiators. In addition, when the company changed its name from API Software to API Healthcare to better align itself with recent growth and expanded product offerings, it sought to spotlight its commitment to both the industry and its client base of more than 600 hospitals and health systems.

The Solution: For the past five years, Dodge has worked with API Healthcare to develop strategic marketing and PR campaigns designed to highlight the ways in which API Healthcare’s products help hospitals manage their most valuable resource—employees. To promote the company’s name change, Dodge created a new logo and tag line that reinforced API’s expertise in developing healthcare-focused human capital management solutions and redesigned the company’s collateral system to reflect the updated corporate brand. Through print and online ad campaigns, customer case studies and targeted direct mail programs—as well as the placement of feature articles in industry publications—Dodge has helped API Healthcare enhance brand recognition among key stakeholders and solidify its position as a market leader.