Case Study 5 – Product Launch for Healthcare Information Technology Startup


A start-up based in New York developed an innovative integrated electronic health record and practice management system focused on the smaller medical practice to aid physician providers and other medical staff to improve efficiency and enhance patient care.  In order to attract both early adopter customers and potential investors, the company retained BDS to develop  a launch plan and marketing campaign including development of the brand, marketing messages, competitive positioning, web strategy and social media programs.

What We Did

BDS conducted extensive market research of competing providers, the healthcare IT industry, and the complex system of certification and qualification parameters required by the government. In order to give the start-up maximum exposure, a brand, logo, company messages, product literature and testimonials were created in preparation for a major healthcare IT conference in 2012 which signaled the soft launch of the new product. In conjunction with the launch, a website was created, featuring a product demo, a blog and the use of corresponding social media including Facebook and Twitter. In addition, customer focus groups were convened to solicit feedback on proposed technology enhancements and to assess user acceptance.


Following the launch, significant interest in the company was generated, including interest from potential partners both in the U.S. and abroad. The company founder was positioned as a significant thought leader in the healthcare IT category and he is currently exploring options to develop the next phase of technology enhancements.