Since forming in 1999, this lean, innovative diagnostic imaging software company has grown from 3 to 10 employees, over 3 million in revenue, and a very strong position in a fast-growing nuclear imaging market.
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Early growth: channel power
The strategy for Syntermed's early growth: Create relationships with top nuclear cardiologists to spur innovation of their Emory Toolbox software suite
and influence adoption by other nuclear labs. Also,
to strengthen relationships with key OEM customers
and resellers.
The initial branding strategy
Make Syntermed look bigger than the up and coming entrepreneurs they are. Help them play on the same
field as OEMs, such as GE and Philips, by creating a consistent, engaging brand identity and
marketing message.
Crossing the chasm:
from products to solutions
With the Emory Toolbox positioned as the new gold standard, Syntermed expanded their product line and created solutions around them. Their recently launched web-enabled solution, Syntermed Live, is positioned as
a platform to expand and deliver more solutions to this growing market.
Current branding strategy
Conduct ongoing customer research to identify and assess real value to their customers, beyond just early adopters. Get the message out - with simple, real communication.
In the words of CEO Michael Lee: "Make Synermed cool." |
