Message Development: Sg2
When you’re about to introduce a product but worried it’s going to put sales of one of your other products at risk—you have one chance to get the message right.
Sg2 is an international health care
intelligence company specializing in performance management tools, business planning analytics, education and access to experts. When launching its new Innovations in
Operations program, Sg2 wanted to help its sales team communicate the program's distinctive attributes without jeopardizing sales of another one of its programs.
Therese facilitated work sessions on-site with sales professionals and the marketing team to shape a new message strategy that differentiated the InO program from associated offerings. The resulting core message platform inspired an internal sales contest, stronger copy for the website, and a fresh approach to communications for marketing and business presentations.
“Therese helped us finally get our story right. And it became the basis for all of our sales materials, brochure and web content. It was like the light came on for everyone in the room. I’ve worked with other experienced people in similar situations, but the work Therese did for us was more actionable.”
Natalie Cornell
VP, Marketing & Communications
Sg2