To secure long term success they needed to: 

1. Get into hospitals early – their products remain in place for 20–30 years, meaning early adoption is critical
  
2. Convince decision-makers to upgrade – persuading hospitals to move from existing systems to more advanced solutions
  
3. Balance their identity – shifting perception from a pure hardware company to a solution provider offering both hardware and software for smart hospitals 

SSG needed a clearer messaging and positioning strategy to reflect their evolving role in healthcare. Understanding medical devices and their impact was key to effectively communicating the value of their solutions to healthcare professionals (HCPs) 

To achieve this, we developed a suite of content that would not only define their positioning but also provide clarity on how to market their solutions effectively

• A corporate video – explaining who SSG are and what they do, ensuring a clear and compelling brand narrative 

• Website updates – refining their messaging and branding to reflect their shift towards smart hospital solutions 

• New branding and taglines – to reinforce their identity as both a hardware and software provider

• Case studies and leave-pieces – equipping the sales team with materials that clearly communicate the benefits of upgrading to SSG’s advanced solutions 

• Hardware and software brand development – providing clarity on how these brands should be positioned and marketed

• An interactive sales aid – fully customisable for each customer, ensuring sales conversations are targeted and relevant

Importantly, this wasn’t just about content creation, it was about helping SSG gain clarity on their offerings and future direction. By defining their messaging and strategy, we ensured all future marketing efforts would be more focused, consistent, and effective

SSG now has a strong, strategic foundation that allows them to confidently position themselves as a smart hospital solution provider. With clear branding, messaging, and marketing materials in place, they’re better equipped to engage hospital decision-makers early and guide them through the transition to more advanced, integrated systems

By refining their brand identity and marketing approach, SSG can now effectively bridge the gap between their hardware legacy and their software future, securing their place in the evolving healthcare landscape