In a cut-throat world where everyone is competing on price, businesses are seeking strategies to differentiate their products, services and solutions. At the heart of nearly all differentiation strategies are techniques for enhancing the overall customer experience. By improving the customer experience, organizations hope to increase customer satisfaction and boost loyalty. This should help generate more customer advocates who can spread awareness and send their business referrals. It can also create points of differentiation that will help you fight off competitors and win new business.
Since launching in 2011, the Little Medical School has introduced medicine, science and the importance of health to children in an entertaining way. From after-school programs and birthday parties to camps and clubs, the organization creates an opportunity for kids to role-play with tools used by real doctors.
Early on, this meant cobbling together off-the-shelf supplies from a variety of stores. Examples included purchasing plastic buckets from dollar stores, three-ring binders for instruction guides from office supply retailers and basic toiletry or first aid kit items collected into a common food storage container. Although these supplies helped kids to learn, the procurement process caused logistical problems as Little Medical School’s franchise model grew internationally. Operational and cost factors had to be addressed, and the organization needed to brand its materials and tools to look more professional.
The franchise turned to RBO PrintLogistix Inc., a distributor and marketing services provider in Maryland Heights, Missouri, for a solution. RBO met with Little Medical School’s representatives to understand the client’s business and develop a game plan. Store-bought buckets, used in a classroom activity, became a collapsible branded bucket.
Oversized anatomy posters were reduced to laminated letter-sized handouts for improved legibility. Tupperware-like containers that held first aid items became soft pouches with zippers. Typical kitchen strainers were replaced with branded collapsible strainers. Every off-the-shelf product was professionally branded and replaced with far more compact solutions to reduce packaging and shipping costs.
The results of RBO’s effort have been dramatic. By reducing the size of shipping boxes because of the compacted items, the distributor saved Little Medical School 50 percent in freight costs, which also generated lower distribution costs. Jennifer Griffard, chief operating officer of Little Medical School, praises the business impact RBO delivered. “RBO has helped us brand a significant amount of our products to help make our brand more prosperous,” she says. “Their patience and knowledge have helped us grow 600 percent this year, and we would not be the successful company we are today without them. We truly appreciate all the hard work and effort our RBO team has put into our business.”
Little Medical Group has expanded its franchises into 24 markets after starting in the St. Louis area and now has an international presence in the Middle East. Also, the organization has extended its brand into other health care curriculums, including nursing, pharmacy, veterinarian and dentistry.
“There seems to be no limit to how big Little Medical School can grow with RBO,” says Brad Garlich, creative director at RBO.
You might not think one carton of copy paper or one carbonless forms order can make a difference in the world, but you’d be surprised.
The evidence is clear. Your audience conducts research online to self-educate and formulate purchasing decisions — and when buyers contemplate a purchase, they are likely to visit your website. It’s the inflection point for business in today’s online world. The best web design strategy must connect with your target audience at this point of need. Foregoing a website investment puts your business at risk.