Data. Creativity. Results. No Fluff.
The client:
PaRTS - by Improformance
Serive Offered: Marketing Startegy
How We Structured A Marketing Strategy For PaRTS – An Australian cloud-based SaaS
PARTS (link) is an Australian cloud-based SaaS developed by consulting firm Improformance. Founder Peter Heideger and his team designed the software to help hospitals reduce costs by efficiently planning, allocating, and tracking staff tasks based on their skills and location.
However, breaking into the highly structured Australian healthcare industry posed a challenge. Reaching key decision-makers required a clear, strategic approach to marketing—one that would cut through the noise and position PARTS as a solution for hospital administrators and decision makers.
To craft a high-impact marketing strategy, we took a deep dive into the industry and the business’s unique positioning. Our process included:
- Workshops & Research: We conducted in-depth sessions with the Improformance team to understand their vision and gather insights into their challenges. Additionally, we analysed the market landscape, competitors, and the decision-making process within hospitals.
- Target Audience & Buyer Personas: We refined the ideal customer profile, identifying the key pain points and motivations of hospital administrators and decision-makers.
- Messaging Strategy: We defined a compelling brand voice and tone to resonate with the target audience, ensuring PARTS’ value proposition was clear and persuasive.
- Channel Selection: We identified the most effective digital and offline channels to reach hospital executives and procurement teams.
- Lead Nurturing & Sales Funnel: We designed a system to engage and convert leads, guiding them through the awareness, consideration, and decision-making stages.
Client Retention & Referral System: We crafted strategies to maximise customer lifetime value and encourage referrals within the healthcare industry.
As a result of the tailored marketing strategy, the Improformance team now has a clear and actionable roadmap for reaching and converting decision-makers in the healthcare sector. With a defined messaging strategy and precise audience targeting PARTS is well-positioned to make a significant impact in the Australian healthcare industry.
