Lynx Medical Systems

Challenge:

Having been recently acquired by a private equity firm, Lynx Medical Systems was prepared to pursue an aggressive marketing and sales program to grow revenues and profitability to maximize its valuation. Lynx possessed a unique suite of emergency department revenue cycle solutions that aligned ED facility resource use with the appropriate visit level. This resulted in optimized reimbursement through consistent and precise valuation, along with complete and compliant ED coding. The company, however, was inappropriately positioned as a clinical software company, a key factor limiting its growth. To achieve its objectives, Lynx needed both better positioning and a comprehensive business and marketing plan.

Approach:

Upon joining the company as it executive communications consultant, Kann led a group of key executives and department representatives through a branding exercise to better define the company’s positioning, messaging and image. As result, the company was repositioned as “Driving value in emergency medicine”, with a brand promise of:

 Assuring the viability of emergency medicine through industry leading content, software tools and services that advance revenue and profitability, while ensuring compliance and consistency. 

Key messages and supporting proof points focused on Lynx’s unique product offerings, proven performance, and client satisfaction. Additionally, Kann rebranded the company, redesigning corporate image and identity; building marketing and sales support programs; and developing and implementing a comprehensive marketing communications program that included promotional materials, exhibit, and website. At the same time, Kann worked with the Lynx executive team to develop and write a comprehensive 3-year business plan that would serve as a road map to the future and a selling tool to future investors and/or buyers.

Results:

Lynx’s repositioning and re-messaging, along with company business plan helped facilitate the company’s sale for approximately 4X revenues to a leading ED clinical software company in a mere 18-months.  Additionally, Lynx’s positioning was adopted/adapted by the acquiring company after being led by Kann through a similar branding/messaging exercise.