Intelliguard

Getting stakeholder buy-in to reframe a technology story for a tech-averse audience

INTERNAL & EXTERNAL CHALLENGES

Hospitals face a number of challenges when it comes to medication management, especially in the OR, where getting anesthesia medication decisions right is crucial. Traditionally, hospitals have relied on paper trails at worst, and 2D barcode scanning at best. Intelliguard’s RFID-based tracking, tracing and inventory management system is a much needed solution to help ensure patients get the right medications and to help hospitals avoid diversion events.

Since its founding in 2006, Intelliguard had been telling its story in a number of different ways, depending on who was doing the talking. Sometimes conversations focused on avoiding diversion events, other times they focused on a lack of communication between different hospital departments. But mainly, Intelliguard framed its brand story around its RFID technology, which wasn’t being heard.

Even though RFID technology has been widely adopted in the retail space, hospitals have traditionally been tech-averse. Not only do they still rely on paper records and faxes, IT departments are hesitant to adopt any new technology that might jeopardize patient confidentiality or require expensive equipment upgrades.

KEY INSIGHT

Stakeholders across the hospital consistently referred to patient and hospital safety as their number one priority. Reframing Intelliguard’s brand story around safety not only circumvented resistance from the IT department, it created a new frame of reference for Directors of Operations, empowering them to view Intelliguard solutions in the same category as other safety measures such as infection prevention.

REVISED BRAND POSITION

Intelliguard protects patients and hospitals by creating an ENVIRONMENT OF SAFETY around every medication decision.

RESULTS

The new position solved both a brand challenge and an internal company challenge that had been holding the company back for 15 years. By working with each team from the outset, we were able to develop a revised brand strategy that everyone could speak to. The strategy informed a new campaign and communication structure, fueling a new multi-channel marketing plan.