Pandemic-era realities forced Syft to throw away its annual marketing strategy—we helped them unlock a new digital approach that drove historical interest

Meeting the Moment

The Challenge

Syft, a leading provider of end-to-end healthcare supply chain management software and services, helps 1,000+ hospitals nationwide control costs, streamline processes, and enhance organizational productivity. When the COVID-19 pandemic hit, Syft knew its solutions would be able to help hospitals and health systems adjust to the unprecedented pressures placed on their logistics, especially the dual supply chain and workforce crises.

However, making their voice heard was easier said than done—in order to rise above the noise, the organization knew it would have to quickly meet three challenges: revamping their marketing plan in light of the pandemic, find a new way to stand out from the crowd without the benefit of typical sales tools such as conferences and events, and readjust their product roadmap and go-to-market strategies to meet the evolving needs of hospitals and health systems.

Goals

Quickly reimagine the entire 2020 annual marketing strategy that would adapt to new pandemic-era challenges and stand out amid an oversaturated competitive landscape

Earn attention and boost awareness through a series of lead generation efforts, including unique reports, insightful webinars, and highly targeted attention-grabbing digital ads

Fill the Syft sales pipeline with a healthy number of qualified leads

Position Syft as the industry’s market leader in supply chain, staff efficiencies, and workflow operations

The Work

Competitive Research

We began by analyzing Syft’s competitive landscape, ensuring we understood the major players, their marketing techniques, messaging cues, and more. This foundation would ensure we could assert a completely unique voice that would sound louder than the market’s noise.

Strategic Plan

Over the course of just three weeks, we partnered closely with the Syft team to completely reimagine the organization’s 2020 marketing plan, which centered on a new attention-grabbing theme: “Reimagining the Healthcare Supply Chain: If Not Now, When?”

Paid Media

To help capture mindshare through the lockdown, our plan featured a newfound focus on digital strategy, including a nearly-quadrupled budget for paid social ads, Google ads, and media partnerships—including several we facilitated with Becker’s Hospital Review, AHA, and HFMA.

Thought Leadership

We grounded the campaign with a series of original content and downloadables, including a foundational whitepaper that became a definitive guide to circumventing pandemic-era shortages, titled: “The Hospital Supply Chain Playbook.”

Content Marketing

We evaluated market interest in early work and, over the course of the entire year, created many additional assets to support lead generation efforts, including: two additional whitepapers, various website banners and ads, targeted e-newsletters, and two highly attended webinars.

Intellectual Property

The voice we developed was resonating so well, the Syft team moved quickly to protect its unique voice by trademarking several phrases, including:

Reimagining the Healthcare Supply Chain: If Not Now, When?
Reimagining the Supply Chain: Prediction is Prevention
Syft University

Earned Media and PR

To advance Syft’s position of expertise, we published several articles in well-read trade publications, including MedCity News, Managed Healthcare Executive, and HealthIT Outcomes, as well as wrote thoughtful blogs and infographics, launched newsworthy press releases, and enhanced SEO with website optimization efforts.