Global Scaling

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AGFA HEALTHCARE IT

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CHALLENGE

Design go-to-market plans to scale a new IT services division.

Agfa Managed Services, a division of the Agfa Healthcare group has been on a mission to prepare the future of healthcare IT services.

Following up on the “where to play in the market”, we worked on the “how to play” as a strategic game across EU and North America.

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SOLUTION

Turn complex services into Care You Can See ™ packages, market in new engaging ways.

Services revolving around medical devices and hospital IT infrastructures are pretty complex, “invisible”, and customized. To help it scale and prepare the cloud future, we organized workshops in Europe and North America with users, customers and internal teams to collect their hidden voice and to design packaged lines. We made the invisible visible and we reduced the complexity into a short range of tangible products. As a second step we turned into engaging infographics to demonstrate the benefits with hard facts. Third, we engaged with internal audiences to spread across all regions.
Care You Can See ™ : from custom services to scalable packages.

We also worked on the brand identity and statements, and formalized all go-to-market procedures. Last but not least, we defined all marketing resources and the “machine” needed to get it scale.

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IMPACT

After months of “not-in-the-core” resistance, customers and internal teams started pushing the new stories in North America and Europe.

Like in most well established companies, working on a new business meant huge efforts to get slow traction at the beginning, with very limited support from core teams.
Pursued strategy was to work rapidly with small teams and few customers (tipping point approach), iterate learnings into quick prototypes, and multiply small successes,
make them highly visible; to ultimately get influential customers and managers contaminate internal teams, especially core marketing and sales.

 

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