case studies

Strata Health

Marketing and Public Relations

Strata Health's waitlist optimization software is now accelerating patient flow in Health Regions serving more than eight million Canadians. The firm's vision is to be the world leader in patient flow management. Thus the task most recently given Instinct was to "develop a marketing package that makes Strata Health look like the world-leading organization it wants to become."

The core of our strategy for Strata Health has been to leverage the exceptionally high esteem in which its customers, the world's devoted front line caregivers, hold Strata Health staff and their Strata PathWays™ software — esteem which inspired the Brand's positioning statement of Entrusted. This leverage was attained, in part, by the PathWays Portraits™ program we conceived, which simultaneously celebrates front line caregivers, showcases the effectiveness of the software, and recognizes the devotion to patients demonstrated by Strata Health's clients.

PathWays Portraits is the centerpiece of a marketing and PR package that includes a new, world-class website, media relations, print advertising, instructional Flash demo and ultimately successful awards applications.

One major indication of the campaign's success was the recent recognition of Strata Health as the single finalist alongside Telus — a firm capitalized at 3,000 times the size of Strata Health — for the 2008 CHITTA Award for Company of the Year. Strata Health's Branding efforts have also been instrumental in breaking into the Ontario market, Canada's largest health care region, and overseas to the United Kingdom.

BRAND FOUNDATION

Core Purpose – Why we exist.
To deliver critical change in patient flow practices — achieving real and dramatic benefits for patients, their families and the world's devoted front line caregivers.

Vision – Where we are going; how we will know we're there.
To be the global patient flow logistics thought and delivery leader, as judged by the leading Health Care organizations, clients and individuals who choose to partner with us.

Mission – What we do every day to get there.
We campaign for improvement. We listen. We partner and create. We coach. We implement with empathy and excellence. We stand at the ready to be of value to our stakeholders.

Values – What we believe in; our principles.
We have intense respect for those who devote themselves to caring for others.
We have empathy for those who need care.
We are dependable and accountable.
We are passionate, dedicated and sincere.
We conduct business with integrity.
We value innovation, passion and teamwork.

Position – How we are different.
We really do deliver.

Positioning Statement – How we say we are different.
Entrusted.

Character – How we act; our voice
Optimistic
Focused & Decisive
Responsive & Agile
Friendly & Fun