Naming
When the client first came to Visible Logic, they were using the name HALO Med, which relied on a very long acronym that could confuse target audiences. Deep discovery work helped clarify the client’s offerings, along with their target audience’s motivations and fears. The result was SimKit, a name that clearly communicated the client’s product: a box for simulation training.
Branding and Identity
It was important for SimKit to have a brand identity that positioned them in the healthcare industry while feeling clean and inviting. The logo used a softer shade of medicinal blue. A clean, minimal box icon reflected SimKit’s subscription box model. Those same elements were carried through to eye-catching shipping boxes.
Before
After
Website
SimKit combines physical models for procedural simulation with comprehensive digital learning. The website project included selecting and integrating a learning management system, along with developing the e-commerce store and membership management. With robust beta testing, presale, and launch phases of the site, the customer journey on SimKit’s website was designed to feel seamless.
“We just had our advisory committee meeting and showed off your awesome work. People were very impressed!”
—Jason Hine, SimKit Founder
Startup Launch Marketing Plan
Interactive Quiz
Like many new businesses, SimKit needed a way to grow their email list. An interactive quiz helped collect email addresses while introducing people to SimKit.
Social
SimKit needed guidance on how to reach their niche target audience of emergency medicine clinicians on social media. A social media plan, including hashtag research, helped SimKit create relevant and engaging content. Prior to the campaign, SimKit’s website traffic averaged 425 and 514 visits in the previous two months. During the campaign, these numbers skyrocketed to 3,900 in November and 5,500 in December, a staggering 1,000 percent increase.
Flyers and Industry Ads
Because SimKit has such a niche audience, a significant portion of the marketing effort focused on ad space and flyers for specialty industry groups, such as Women in Emergency Medicine (WiEM).
Trade Booth
Conferences are a great opportunity for potential customers to interact with the SimKit models. A strongly branded conference presence included a tabletop display, branded temporary tattoo designs, bag inserts, coasters, and banner design.
For more details, read the complete case study.
