Developing a new-age marketing strategy for a digital product launch
PartsSource is the world’s largest provider of medical replacement products. To complement its growing medical parts business, PartsSource sought to create a first-in-kind digital service offering designed to help customers source a variety of service personnel in their areas. The team needed help launching the service on its online platform, which is used by over 3,000 hospitals and more than 15,000 clinical sites. As an additional challenge, PartsSource wasn’t able to present the new product at an in-person conference due to COVID-19. So, the team needed to plan an engaging, virtual launch event as a part of the go-to-market strategy.
PartsSource turned to Prophet and Springbox, a Prophet Company, to support its first, digital-only product launch. Together, Prophet and PartsSource set out to strategically introduce the new service offering to clarify the value proposition, expand brand perceptions of PartsSource and most importantly, drive inbound leads for the business.
Prophet and Springbox developed a launch campaign strategy that successfully marketed the digital launch event, and also encapsulated the value PartsSource delivers as an end-to-end procurement channel partnership. Prophet and Springbox then brought the campaign to life by developing a series of campaign concepts (including art direction, image selection and copywriting). The campaign concepts were developed as a series of ads that were pushed into the market.
The campaign strategy evolved PartsSource’s position in the marketplace and cascaded down into other value propositions. The key and supporting messages resonated with each of the unique customer audience segments, highlighting the brand’s ability to connect with customers.
In 2021, Bain Capital Private Equity purchased the PartsSource from Great Hill Partners in a deal that values the company at about $1.25 billion.