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ImproMed Software

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RELATIONSHIP SELL VS. HIGH TECH CLUTTER

Selling software is a complex business. This is especially true for veterinary practice management software. Multiple competitors crowd the market with products, that on paper, all sound very much alike, but can vary greatly in the true power of their features and their versatility to support the unique needs of any veterinary practice.

So if you’re ImproMed, Inc. and you have one of the most flexible and robust practice management systems on the market, what do you do to differentiate your system, Infinity, from your competitors?

The answer: Develop an ad (and campaign) that acknowledges that every practice has unique goals and needs, and help position ImproMed as a leader in and resource for the veterinary industry.

LePoidevin Marketing developed the “Wherever you want to go …”? ad to position ImproMed Infinity as the ideal practice management tool for practices of any size, and suited for a variety of unique business needs. The message: Wherever practice owners want to go, ImproMed Infinity will help them reach their goals.

The illustration was developed to convey forward movement and featured animals of various species to represent the different types of veterinary practices: from small animal practices, treating mainly dogs and cats, to large animal practices and those that treat exotic animals, like birds and reptiles.

The results: Although the ad was designed mainly to generate awareness, it also generated a strong number of qualified leads. In addition, the advertising was integrated with a larger, ongoing PR campaign, designed to help position ImproMed as a true expert in veterinary business management issues.

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