Case Study: Marketing Strategy and Brand Development

Situation

BAETA Corp., an emerging provider of handheld devices that empowers patients to elevate their role in the prevention, diagnosis, treatment, and recovery from illnesses, moves quickly.

Seeking to deliver a manufactured product in less than one year from conception, BAETA Corp. needed an experienced partner to identify the value proposition, communicate key benefits, position the brand, and act as their CMO.

Persuasive Brands provided excellent service and executed with the highest degree of professionalism.

Dr. Alexander Gak
President, CEO & Chairman
BAETA Corp.

Solution

BAETA Corp. partnered with Persuasive Brands as the first product, MyPainAway, was conceptualized. Throughout the development process, Persuasive Brands provided continuous feedback representing the target buyer and strategic marketing counsel for BAETA's emerging products.

Action

Acting as the CMO, Persuasive Brands articulated the vision and mission of BAETA Corp. while quantifying the opportunity and defining the value proposition, key benefits, imagery, and positioning for all of BAETA's products -- MyPainAway, MyHealthID, and MyPillsOnTime.

Supporting this effort, Persuasive Brands created BAETA's corporate website, www.baetacorp.com, public portions of each product's website, and the messaging displayed within the packaging for MyPainAway, BAETA Corp.'s first product to market.

Working with the international development team to enhance the usability and marketability of the products, Persuasive Brands also provided written guidance for consumer-facing deliverables -- including user interface and functionality enhancements.

Understanding product development, marketing, and business synergies, Persuasive Brands also made a strategic recommendation to integrate MyHealthID, an online medical records product, into BAETA Corp.'s portfolio of handheld devices.

Result

In less than one year, BAETA Corp. launched MyPainAway with online sales available here. And upon the strategic recommendation of Persuasive Brands, BAETA Corp. integrated MyHealthID into the BAETA product portfolio formulating a cohesive, complementary product strategy attractive to consumers and healthcare professionals.

With the contribution of Persuasive Brand's efforts, BAETA Corp. and its products have received enormous interest from businesses operating within the healthcare, retail, insurance, and pharmaceutical industries.