This included a tri-fold brochure that targeted occupational therapists, nurses, neurologists, psychiatrists, and geriatricians. Quaintise paired inbound marketing efforts with traditional outbound efforts to create a well-rounded and tailored approach to their outreach. We also redesigned a sequence of trigger emails to help further nurture and optimize conversions. Quaintise created an email campaign to educate existing MoCA test users on the benefits of becoming a trained MoCA test administrator. However, up to this point, very little had been done to engage with this community. The website’s online registration feature had developed a large community of healthcare practitioners over the years. Because the majority of test users stemmed from digital visitors, our first effort was a website redesign with optimized landing pages intended to nurture visitors into MoCA test registrants, and MoCA test registrants into trained MoCA test administrators. In order to use the test and purchase training, website visitors must register on the website. The positioning and key message alignment set the tone for our deliverables, while the agreed-upon goals and metrics enabled us to focus our efforts on achieving measurable results. Quaintise developed a strategy that analyzed competitors and promoted the MoCA test’s superiority by highlighting key differentiators and value propositions. Quaintise led the efforts, managing several internal and external teams that played an instrumental part in launching our strategy. This required a well-defined strategy, actionable plan, and measurable evaluation to ensure goals and objectives were achieved. In order to do this, the current business model needed to evolve accordingly. This would reduce variability and ensure the highest level of accuracy both for legal purposes and to set a higher industry standard. As their community of test users grew, MoCA also needed to update their training and certification requirements. As the test began to receive global recognition from several studies and media outlets, there was an opportunity to capitalize on this momentum. The MoCA test is the “new kid on the block” when it comes to cognitive testing. Limited resources meant prioritizing projects and working closely with key players in a team effort to accomplish goals.Business model innovation is always a risk that requires expert strategy, careful transition, and flawless execution.The MoCA test is relatively new compared to its competitor, the MMSE, that has dominated the market since 1975.
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