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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."
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