Nodenza – A new future in healthcare

Nodenza commercializes innovative products and drugs in the
pharmaceutical & medical device industry. They have extensive experience in medical regulations, commercialization, registration, pricing, reimbursement and infrastructure building in both the EU and USA. Leveraging expertise combined with innovative technology allows them to put cutting edge treatments into the hands of clinicians and patients. Currently they are working on their first engagements and deals. It is vital for Nodenza to make sure that potential new customers understand what Nodenza can do for them and where to find them. 

Challenge

Ross Morton, CEO of Nodenza, mentioned, “A big problem I constantly have is trying to keep all team members singing from the same hymn sheet. Not because the team is not good at what they do, but just because it is difficult to consistently keep everything very unified and tied together”.

As Nodenza grew in size and scope, the need for a solid, unified brand strategy became increasingly apparent. Ross mentioned that even for him as an experienced ex-management consultant, who’s used to working out the different recipients and messages, this is a tough task.

Being occupied with different priorities and realizing this required dedicated focus, Nodenza tapped into Chasm’s years of branding and positioning experience to develop a distinct and value-based brand positioning strategy and identity system to grow a loyal customer base. 

Another challenge is related to the fact that emerging tech is rising in the healthcare sector. The healthcare industry is however not as mature in marketing and selling this tech as the traditional tech sector. 

Impact

Nodenza has a wealth of knowledge and expertise. However, in times when competition rises, companies need to have a clear positioning strategy that clarifies the terms of what target market and differential advantage the company has, which remains a major challenge. Having a consistent and unified approach will make it easier to win more deals.

Next to this many marketing and sales activities could be done similar to how they are done in the tech sector, people want their healthcare packaged and communicated in the way tech is packaged and communicated, easy to understand and easy to use.

Solution

Chasm helped Nodenza become laser-focused on customer needs to achieve a stronger, more defined, and well-positioned presence. A clear position statement and strategic messaging framework were created through research and interviews, resulting in a company 2 pager, sales presentation and renewed website with consistent messaging to successfully attract the right audience. Followed by targeted content on the correct channels. 

Outcome

This is a continued — and successful — partnership between Chasm and Nodenza that resulted in a unified and solid presence at scale with on-demand sales-readiness content, significantly increasing the conversion ratio from early stage discussions to deal closing. “Chasm has been key to where we are at the minute in terms of conveying the value that we have to both investors and partners. I don’t think that we would be able to eloquently sort, distill and hone in on our key value points as well as you guys have” (Ross, CEO of Nodenza)