The challenge

• For 15 years Craneware had been an industry leader in hospital revenue cycle software.

• This industry was shifting from traditional fee-for-service financial models to value-based models, in which revenue, cost, and clinical metrics all affect one another. Craneware was at risk of being seen as irrelevant even as the company developed new products to manage new metrics

The solution

• A new paradigm for the industry in the form of the value cycle: the inputs, outputs, and interactions of clinical, financial, and operational data in a health system. Importantly, it was not to be trademarked but instead presented as a better way of serving the industry

• A new product roadmap to build products for the value cycle

• Thought leadership content in industry publications to spur adoption of this new paradigm

• New messaging in all Craneware communications

• New logo, advertising, website to reinforce the proposition that Craneware was moving forward

The results

• Year one: 694 tracked marketing inquiries

• Year one: $2,506,781 first-year value associated with marketing inquiries

• Industry adoption was seen within 6 months

• Share price increased sharply in the year after announcement

• After initial resistance from Sales, two record sales years followed