Integrated Marketing Campaign
- Target Audiences: Hospitals and medical academic centers
- Products/Services: Solid organ transplant and cellular therapy software
- Specialty: Software solutions for solid organ transplant programs — including liver, kidney, pancreas, heart, lung, intestine, and islet cell — and hematopoietic cellular therapy and blood and marrow transplant programs including immune effector cell therapy
- Headquarters: Omaha, NE
- Size: 40+ employees serving 70+ transplant centers in the United States and Canada and offering solutions in the U.K., Saudi Arabia, and Australia
THE COMPANY THAT STARTED IT ALL
OTTR was the first to provide transplant software solutions that increase the efficiency of transplant management for health care professionals, reduce operational costs, and improve patient quality of life. And, since its beginning in 1993, OTTR has become the leading provider of organ transplant and cellular therapy software solutions that simplify data collection, patient tracking, and data management.
In addition to its solid organ transplant and cellular therapy solutions, OTTR was recently the first to introduce transplant management software for immune effector cell cancer therapy, a revolutionary and promising new form of cancer treatment.
LAYING THE GROUNDWORK
OTTR initially came to SCORR seeking a website update; however, it soon became apparent that the company’s brand identity was generic and out of step with its achievements. It wanted an identity that more accurately reflected OTTR’s legacy as a company, and it also needed a new website that would attract more traffic and improve the overall user experience.
A strategy is only as good as the information that feeds it. Utilizing our SCORR CORE approach, the marketing intelligence team members collected comprehensive data on the industry and competitors while also conducting research with internal OTTR team members and current and potential clients.
SCORR’s extensive research and analysis provided the basis for OTTR’s new Strategic Marketing Action Plan (Strat MAP). The first step in the Strat Map led us to get to work on developing OTTR’s new brand image.
“We knew we needed to honor OTTR’s company history while showcasing the benefits its products currently bring to health care professionals and transplant patients. Before we could build a new website, we needed a strategy and a roadmap that would show the best way to get there.”
The visuals and core messaging that became OTTR’s Big Idea served as the foundation to build a completely new brand identity for OTTR. The graphic approach, images, and copy platform worked seamlessly together to reinforce the central theme of saving and giving back valuable time.
Finally, SCORR organized OTTR’s products into distinct hierarchies that provided much-needed clarity and differentiation. The new product names, CompleteOrgan and CompleteCellular, clearly differentiate the two software product lines while echoing the brand’s new tagline.
“We knew from the beginning that SCORR brought the right mix of talent and smart, strategic thinking to take our brand message where it needed to be. … We finally have a brand and a website that truly represents who we are as a company.”