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Electronic Registry Systems Successfully Rebrands

Posted on: June 15, 2017
Tags: Website development, Branding, Rebranding
Electronic Registry Systems Website and CR Star Logo

Electronic Registry Systems (ERS), a national healthcare technology company recently approached Cincinnati Marketing Solutions (CMS) for assistance in rebranding.  Specializing in cancer reporting software used by accredited cancer care facilities and programs nationwide, ERS wanted to gain a stronger competitive edge within the highly volatile and ever-changing healthcare marketplace.  

As cost containment has increasingly become the norm, ERS found their decision makers evolving from the product user who readily recognized ERS’ superior product and customer support  . . . to administrators more intent on increasing the bottom line.

ERS was also in a time-sensitive transition period in migrating their loyal customer base from legacy technology to CRStar, the company’s groundbreaking, cloud-based cancer registry software. This time sensitivity was based on the desire to consolidate to one technology platform prior to extensive new regulations and updates required for the 2018 calendar year.

Cincinnati Marketing Solutions conducted extensive market research and recommended a 3 prong strategy:

  1. Create a stronger online presence to speak directly to all levels of decision makers . . .  with a new multi-layered website.  ERS was not only faced with changing decision makers removed from seeing the value of their product, they also were up against deep-pocket competitors who had the means and resources to directly reach the new, cost-conscious decision makers.  Knowing a direct sales force was not an option for ERS, CMS redesigned their website offering tailored messaging to 3 valuable sets of decision makers and influencers making it abundantly clear why CRStar is the better choice whether their goals focused more on efficiency/accuracy, cost containment or the seamless IT integration of health information systems.
  2. Rebrand ERS by their industry-first cloud-based technology, CRStar . . . beginning with the website domain.  Previously, the company was using a non-intuitive domain name of www.ERS-can.com.  CMS changed this to www.myCRStar.com to include the product name by which most customers referred to the company while also elevating the brand to a position of prominence within the customer’s mind. This strategy reinforced ERS’ desired to replace all legacy products with CRStar and focus on the numerous advantages cloud-based technology offered the cancer registry industry’s increasing reliance on a virtual workforce.
  3. Feature Case Studies Demonstrating CRStar’s Powerful Impact on Cancer Reporting . . . and Ability to Grow Cancer Programs.  The goal of cancer registry software is to record, analyze and report on all cancer incidents within the United States following a cancer patient for life.  These systems contain valuable information used by physicians and researchers to identify clinical trial candidates, cancer clusters, contributing factors, insightful information for new grants, and so much more.  Many of the new decision makers are just learning the power of this information to promote their cancer treatment facilities and care.  As a result, CMS is drafting a monthly series of Best Practice Case Studies that ranges from tips on using CRStar to integrating 3rd party programs for enhanced efficiency to reporting that can enhance the marketing of a facility’s cancer program and treatment.  

Check out the redesigned CRStar logo and website. Together, ERS and CMS are strategically moving forward and achieving ERS’ rebranding goals.


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