Project Profiles

Client: Philadelphia Scientific: "The Lean Battery Room Experts"

Challenge: Philadelphia Scientific sells products in the material handling space, a tough place to distinguish products that, in many cases, are nearly indistinguishable from competitors'. An additional challenge is that the company's products are sold into the battery room, one of the least sexy and most ignored areas in the warehouse.

Solution: Together, Philadelphia Scientific and BTC created a new positioning for the company: The Lean Battery Room Experts. Instead of touting the capabilities of its products and differentiating them from competitors', the company branded itself as the leading authority on identifying productivity issues in the battery room and providers of solutions enabling managers to run their battery rooms more cost-effectively. Philadelphia Scientific kicked off this initiative with a white paper and has continued to build its leadership position through ongoing media relations and the creation of print and digital content.

Result: Since the launch of the Lean Battery Room Experts positioning, Philadelphia Scientific has become material handling trade editors' go-to source for information on the battery room. In addition, not only has Philadelphia Scientific easily outpaced its competitors' media coverage, the company has experienced a period of consistent growth in sales and profitability.