Case Study – Enthalpy
Forma creates double-digit sales growth for Enthalpy by identifying, articulating, and promoting several key differentiators
Positioning
Messaging
- Competitive Audit
- Marketing Strategy
Trade Show Booth Design
Enthalpy is an LC/MS/MS lab competing in a crowded marketplace – so crowded that the offerings had become commoditized. Most competitors were running their equipment at full capacity, leaving little room to address urgent requests and negatively impacting service levels.
Forma helped Enthalpy identify, articulate and promote several key differentiators inherent in Enthalpy’s business model. One differentiator proved to be most important to their clients: guaranteed extra capacity in their lab. This meant that if a regulatory agency demanded re-running samples, the client could receive immediate attention, rather than being forced to “go to the back of the queue,” as other competitors required.
Since Enthalpy purchases new equipment when the demand for their services rises above 70% of their capacity, we titled this differentiator The 70% Solution. This differentiator was unique at the time, as was marketing a facet of a laboratory’s business model.
To reinforce this distinction, we used illustration, rather than the stock photos used by competitors. We created a website, sales brochures, direct mail, email campaigns, and print ads.
Results
Combining an innovative look with messages that compellingly distinguish Enthalpy from commoditized competitors, Enthalpy Analytical’s sales grew at double-digit rates for several years in a row, enabling the company to be acquired by Labcorp.
“The expertise, strategic advice, and work-product provided by Forma are excellent. Their discipline, intensity, and laser-focus ensure they are always on time and within budget. While not the low cost provider, they always deliver significant value and make the process as quick and painless as possible.
They collaborated to define our marketing strategy and tactics several years ago and since that time we have seen consistent, double digit growth in our business, shorter sales cycles and distinct differentiation from our competitors.”
