How do you promote a highly technical and complex product to a non-technical audience?
Elevate the messaging from “how it works” to how it drives value for customers.
The Affordable Care Act (ACA) created a daunting challenge for employers who face significant penalties for not fully complying with the complicated law. Health e(fx) developed an innovative, end-to-end software solution, but needed a strategic messaging plan to get the word out to stressed and anxious employers about its highly technical product.
Tartan stepped in to help Health e(fx) calm the chaos with a fresh brand aesthetic, value proposition and ongoing brand management. By simplifying and humanizing their messaging, we helped Health e(fx) connect and engage with their audience without burying them in technical jargon. To depict the brand as confident and in-control we used bold capitalized headlines and lifestyle photography that featured calm people surrounded by hectic, blurred backgrounds. Through strategic thought leadership and by calling out key stats and claims, Health e(fx) garnered additional trust and earned a reputation throughout the industry for their innovation and expertise.
We are Tartan Marketing, a B2B marketing agency that leverages strategic insights, creative intuition and digital, print and video touch points to help you push brand boundaries, create genuine customer connections and grow your bottom line.
6900 Wedgwood Road North Suite 350 Maple Grove,
Minnesota55311 United States