MDA Technologies: Digital

Marketing Challenge:

MDA Technologies was experiencing consistent and strong growth in their business, government and health IT sectors. But to reach their ambitious long-term corporate goals and capture a shifting market, they knew they needed to refocus their strategic messaging and keep their message in front of clients. Well established with their current regional client and prospect base, the company sought to expand into larger organizations. Additionally, they were preparing a full-scale launch of an exciting first-to-market software product for hospitals.

Strategic Solution:

MDA engaged The Borenstein Group to help them define both their corporate and new product brands. We established major themes that ran throughout MDA Technologies and their various service and product offerings. We studied what their clients were saying about them and how they regarded the company. We took into consideration their current audience and the audience they wanted to impact as they moved into larger organizations, including the specific decision makers and decision influencers. All of this was taken together to create the MDA Technologies difference.

We began with a Messaging Workshop that consisted of an interactive and extensive Q&A. The Workshop helped the combined team fully understand company background, company strengths, opportunities and aspirations for the short- and long-term future. This Workshop provided the raw data we needed to begin assembling MDA Technologies’ messaging.

A perception barrier that MDA Technologies experienced was lack of expertise in particular markets. As their core business is web-based application and database development and web design, this was truly less a performance barrier than a perception barrier, but needed to addressed in strategic positioning.

The MDA Technologies Messaging Charter has been the foundation of all external marketing, including collateral, direct mail, web site, trade show strategies, etc. MDA Technologies has been disciplined in working to ensure that the entire internal team is well versed in articulating the corporate brand. In fact, The Borenstein Group led a training session during MDA Technologies’ Annual Corporate Retreat to help familiarize the company with the new messaging.

MDA Technologies reports a dramatic difference with their employees’ ability to articulate both the company brand and MDA TransQuest’s value propositions—in networking events, during sales meetings, at trade shows and in written communications.

Another critical piece of the MDA Technologies Messaging Charter centered on their new MDA TransQuest health IT product. They needed to craft compelling messaging to reach the hospital transport market. The Borenstein Group reviewed the messaging, value proposition and audience of competing products. From the Messaging Workshop, we understood MDA TransQuest’s advantages over the competition and how they planned to sell against these better-known companies.

The Borenstein Group supported MDA Technologies for years with a full range of marketing communications services. Here is an overview:

• Customer survey for MDA Technologies to help them understand how to best meet the needs of their customers and which to use as references
• Extensive market research and reporting into MDA TransQuest
• Extensive market research into other MDA Technologies products and solutions
• Full tradeshow marketing to include direct marketing to exhibit attendees and post-show marketing. We also conducted advertising and sponsorships, as well as overseeing booth logistics for shows, and training MDA Technologies in how to work leads at a show, and how best to conduct follow up for maximum marketing results.
• Direct marketing with newsletters for the company and the MDA TransQuest product. The Borenstein Group came up with stories, wrote them and worked with MDA Technologies for distribution.
• Full PR program in support of MDA TransQuest that generated target coverage in

• Virginia Business
• Health Data Management
• Acuity Care Technology
• Digital Health Care
• Outpatient Care Technology
• Government Health IT
• Bio IT World
• Diagnostic & Interventional Cardiology

The Borenstein Group’s work directly generated multiple sales appointments with targeted hospitals that were in MDA Technology’s “sweet spot” for the health IT product. Not only did we elevate the tone and impact of their brand, but we effectively carried it to decision makers throughout key industries, generating results for MDA Technologies.