The Client is a group of academic clinicians and other professionals, like engineers and researchers, who develop advanced neurological disorders assessment tools, specifically for dementia, and have been in service for more than a decade now. Their product is a memory assessment software used by clinicians to test and analyze a dementia patient’s memory, which also provides recommendations and further medical steps to take based on results.
The Client is focused on widely researching and meticulously developing neurological assessment tools, which they recently took to a higher level by making Android versions of it on different gadgets like smartphones and tablets.
The course was a success, however, the team went amiss on one thing – the marketing aspect of the project which bore the following challenges:
- The long periods of research studies and software tool development took most of their attention which somehow, unconsciously snatched ample time to plan on how the tool should be strategically introduced to their target market.
- The Client had an existing marketing staff but with skills limited to traditional marketing of going from clinic to clinic to present the product.
- Competitors emerged fast in the market and the Client was running against them and against time – there weren’t appropriate resources or tools to use to expedite product sales and marketing.
The Client had little confidence in their ability to garner enough marketing attention for the project. And there being very little time left to roll out a well-thought marketing strategy, the Client decided, for the first time, to outsource their marketing initiatives.