E&C / PeriGen
OVERVIEW
Founded in 1995, E&C Medical Intelligence was the first-mover in clinical decision support for obstetrics. Private-equity owned, (Galen Partners), E&C’s name was formed from the founders’ initials. (Acquired in April, 2021 under its new name, PeriGen, by Halma an FTSE 100 global group of life-saving technology companies.)
CHALLENGE
While highly valued by its hospital clients, and championed by Chief Medical Officers and the Heads of Obstetrics, E&C struggled to position and scale its offering. Additionally, E&C’s growth was hindered by its name, size, and lack of formalized sales and marketing strategies/operations.
SOLUTION
In 2009, with a new management team in place, the Company acquired LMS Medical Systems, a first-mover in advanced fetal monitoring systems. In 2012, a corporate identity / rebrand program was launched to find a new name, modernize the brand’s look and feel, and position the brand as the leader and first mover in clinical decision support for Obstetrics.
The new name, PeriGen, a combination of Peri (surrounding) and Gen (birth), and the tagline, Specialists in OB Risk Reduction, positioned the brand’s clinical decision support expertise in both fetal monitoring and obstetric systems. A public relations launch and advertising campaign, supported by a new website and sales collateral, increased PeriGen’s market visibility and sales.
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