Case Study: Misys Healthcare Systems
Misys Healthcare Systems
May 2006 – May 2007
Estimated Budget: $500,000
Challenge
Misys Healthcare Systems, a $1 billion global developer of award-winning software solutions for physician practices, was born from a series of mergers. The company was behind on its lead-generation goals and faced significant brand preference challenges. Misys was selling products while the competition was selling advanced technology and relationships.
To further compound the challenge, Misys’ customer and prospect database was in disarray.
A software company with no formalized customer relationship management solution of its own. Perceived product inferiority in the competitive set and a sales team that puts more emphasis on products, not solutions. Sounded like the makings of a success to me.
Solution
I saw some important advantages: Misys had been in business longer than anyone else in the industry, had its products in more than 110,000 practices across the country and had a service support system that is the envy of the industry. In addition, its suite of software was the only comprehensive practice software available on the market. Combining this perspective with insight into the intense pressures facing physician practices to succeed as businesses, presented an opportunity to simultaneously reposition Misys and develop a tactical solution.
I persuaded the executive team at Misys to shift its focus from being a software company to becoming a physician-business consulting firm. We also adopted a new position as a “total solutions provider.”
Knowing Misys couldn’t turn the organization around overnight, my team developed a custom Web-based survey/CRM system. We seeded the tool with traffic via a combination of telesales, direct mail, banner advertising and e-mail marketing.
Once practices were in the system, they were filtered into lead categories and either turned directly over to the Misys sales team or nurtured with custom content going forward.
Results
In just five short months, the Misys marketing team boosted its lead counts and successfully began to position the company as a solutions provider. The automated lead-qualification tool streamlined the Misys sales process and improved the company’s marketing database.
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