Problem:  How does a company re-position itself in a new industry?
LiveData was a software company that specialized in real time data integration for power companies and manufacturers. It had good technology, and satisfied clients but it wasn’t going anywhere. Its technology was "middleware" which meant that it was buried in the machines and very difficult to differentiate from competitors. Eventually, it established a position in healthcare systems in association with CIMIT, a joint venture between Massachusetts General Hospital and MIT, as well as Boston’s teaching hospitals etc. In the process, LiveData created an OR-Dashboard for use in the Operating Room of the Future at MGH. OR-Dashboard put all the clinicians on the same page during an operation, a big improvement in patient safety, by accessing information from medical devices, patient databases, and assimilating it in real time, presenting it on a plasma screen ― something that had never been done before. Other hospitals began expressing interest. Ironically, LiveData’s problem was how to get all its people on the same page about how to market OR-Dashboard. MainMessage was an invaluable tool in this process. From the MainMessage process came the message that LiveData is the first company to introduce the concept of the Visually Integrated OR(VIOR), whom they are selling to, and why they should buy. This clear positioning message has been a huge asset in LiveData establishing itself as major new force in healthcare systems, a whole new direction for the company.

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