Eclypsis Healthcare | Branding | Positioning | Marketing |
Advertising | Strategy | Look & Feel
We helped a 24-person company that,
through acquisitions, became a company of 1000's almost overnight.
Corporation® is the recognized leader, providing solutions
that help healthcare providers reduce costs and improve outcomes through
process-improving software and related service solutions to major
a 24-person company bought its much larger subsidiaries and became
Eclipsys, I helped create the new corporate culture, bring everyone
together and maintain focus, and inform the clients and staff of the
subsidiaries that this was a change for the better.
The major acquisition
added thousands of employees and several
companies that became subsidiaries of the 24-person company.
I got the call on a
Monday. By Wednesday lunch I was meeting with
the VP in Palm Beach for an initial briefing. The next morning I was in
front of the board being introduced. Within an hour I was describing
what needed to be done and getting initial approvals. I spent the next
five hours sketching out storyboards, writing positioning copy, and
determining scheduling. The board members returned to the board room in
the afternoon, I received the go-ahead, and was off to the airport and
back to Southern California.
the acquisitions happened so quickly, we needed to select methods that
were fastest and most effective for all involved in various states,
countries, and time zones. My recommendation was an introductory video,
an Intranet Site, and an Internet Site.
were numerous goals and objectives that needed to be met very quickly.
There were two main aspects, internal (for staff) and external (for
customers and the industry).
we developed an Intranet to unify,
create corporate culture, stimulate and educate all staff, enable communications amongst
all 'new' employees and between all new subsidiaries; and easily distribute
information between all new offices, as well as train and motivate.
an Internet, we made existing customers feel comfortable with and
understand the product offerings and advantages of the acquisitions, and
how the acquisitions would or would nor affect them.
overall objective was to bring Eclipsys to an IPO, which occurred successfully. The
company remains successful and is trading on the NASDAQ under the symbol
is a company that enables Internet-based healthcare services to
improve patient outcomes and increase profitability for the 1400 member
hospitals it serves.
was done in the first 20 days.
light pass created for the introductory video The Future of Healthcare
The acquisition was to be announced at a symposium, however, this
symposium was in 20 days. I immediately returned to Southern California.
On the plane back to California I refined the storyboard. I then wrote
directed, produced and delivered the introductory video in 20 days. This
kicked off the symposium and was the first announcement of the
acquisitions and the new company name (which I also advised on).
I created all of the graphics in the video, chose and obtained all the
stock footage as well as the music bed, and edited in Hollywood and
this happen in 20 days simply took commitment, organization, (and a lot
less sleep). If I was unable to do nearly all of the work myself,
completing this in 20 days likely would not have been possible.
played in a ballroom on big screens in front of a large audience.
You can see and
hear the video used to excite, educate and
interest member hospitals and new employees that was created start to
finish in 20 days - with sound bed and sound effects. The video is
edited for the Internet with some clips removed.
The title of this video
was 'The Future of Healthcare is
now' which I conceived in the board room and which became its
theme as well as the theme of the symposium. Since improving
outcomes is the result of Eclipsys' products, I created the positioning
statement for Eclipsys, 'The Outcomes Company'.
what the client had to say just after the video
was played at the symposium, you can listen
to the actual phone
media files will open in Windows Media Player.
Since the video also was distributed to the symposium audience on CD,
while in the editing bay cutting the master, I was making arrangements. The moment we had
the final cut to tape, I rushed the master out for CD duplication and was able to have the CDs duplicated
in 3 days (and off to the symposium on time).
was done next.
developed, wrote and designed
an Internet and an Intranet Site. Planning ahead and since was charged
with the entire repositioning, I was able to re-use modified versions of
the graphics from the video for the web Sites. I was also able to insert
many of the positioning and conceptual copy from the video.
two weeks we had the Sites up and running and functional. We then
continued to add to them and ultimately in-house staff took the projects
to see the home page of the Internet
to Cummings Design.