A strategic IT partner to pharmaceuticals, CROs, biotech, and healthcare organisations BGO Software chose Brandanizer as a partner for repositioning in the digital market. The company delivers tailor-made consultancy and software development services with indisputable quality and the highest level of flexibility. With on-demand access to the relevant technologies, consultancy, and IT capacity they build a desired level of trust with their business partners so their clients can focus mainly on their strategy.

The Challenge: Becoming a Digital Health Services Only Company

BGO Software started as a custom software development company that offered IT services mainly to pharmaceutical and clinical research companies. Their clients offered digital services so the next logical step for the company was to reposition to the digital health market.
The main challenge was how to make the transition from a software development organization into a digital health services only company.

The Solution: Brand Repositioning

The process of brand repositioning included a total website revamp, product development, the introduction of new messaging based on their target audience and service offering, the creation of marketing assets to support the company’s updated value proposition, and changing their online presence from the ground up.

To be able to pull off all the tasks needed for the successful transition and penetration into a new market niche, BGO Software decided to partner with Brandanizer, as both companies have already been working together on previous projects. 

The Process: Teamwork Made The Dream Work

In order to meet all client’s requirements, we collaborated closely with the entire BGO Software team (including CEO, CTO, Project Managers, Sales, Technical and Dev teams).

Website Development
One of the most critical aspects of repositioning was that we had to revamp BGO Software website. In order to meet their redesign requirements, we brainstormed different versions, including design, content, and structure, before achieving the final product. Moreover, we had to specify the user journey on the website and optimize it for maximum conversions.
Product Design
Based on their experience and their market research, Brandanizer helped BGO Software to specify the products they will offer as a digital service company –  Project CTO as a Service, Product Design and Development and Managed IT Services.
Market research
Although BGO had experience in the healthcare sector we had to define its main targets. We conducted market research and managed to develop three final targets – eHealth & mHealth, Clinical Research, and Pharma & Biotech.

Content Creation
Websites text, blog posts, and case studies were all part of the content creation process. Brandanizer dived deeper into the market and understand all of its nuances. 
Marketing assets
A big part of the content creation task was to produce marketing assets to improve the work process within the company’s departments (Project Managers, Sales, etc.):

• Case Studies
• Brochures
• Video Scripts
• Videos
• Product Presentations

Partner Enablement Program
Partner Enablement is BGO Software’s program where they recruit partners who promote its services. Brandanizer’s tasks in this project were to help develop the program from the ground up – from creating specific documents and partner brochures, developing the program’s structure and levelling to producing white-label marketing materials for existing partners. 

“We teamed up with Brandanizer at a time when our company had to undergo a rapid transformation — big part of it marketing-wise. The work that we did together really gave us the confidence, that we have a reliable partner, that had our back in a wide range of marketing needs – from concept definition to content and all in between. Thank you guys!”

— Ivan Lekushev, CEO, BGO Software

---

Key Outcomes

As a result of the repositioning from a custom software development organization to a digital health service only company BGO Software focused on the market they would deliver the highest value.

Read the whole success story here:

The Challenge

Over the past decade, the Bulgarian hosting market has undergone intense consolidation, which led to a single hosting provider owning more than half of the market in the country. The rest of the competing companies had to face a challenging situation where they could not keep up easily with the push from the monopolist or compete with its marketing budget and sales strategy. Delta.BG, one of Bulgaria’s well-known traditional hosting vendors with more than ten years of experience in offering IT solutions, decided that instead of putting up with the situation, they would reposition themselves to keep their growth and get an even bigger market share. That’s when they engaged in a strategic partnership with Brandanizer to take advantage of our deep expertise in helping IT companies reposition themselves and build an outstanding strategy.

“Brandanizer was the trusted partner for Delta.BG,” said Dragomir Zhelev, CEO at Delta.BG. “They have been involved in the entire process from start to finish – creating a thorough strategy about product presentation, generating ideas for product bundles, segmenting the market, writing complex IT content in a way that the customers will best understand it. We are very happy with our joint work and the results we achieved thanks to It.”

The Solution

The logical step for Delta.BG to continue its growth and development was to reposition its brand into a Managed Service Provider. Once a traditional hosting vendor, the company started to focus on larger companies with more extensive projects that have individual needs and require a tailored approach. It was a smooth transition as Delta.BG already had more than 10 years of expertise in designing, building, and managing complex infrastructure solutions for eCommerce companies. In addition, the company already had the reputation of a trusted technology provider for large e-commerce providers who could solve even the most challenging infrastructure issue.

One of the first things, which Delta.BG needed to solve in their brand repositioning strategy was the redesign of the existing website. It had to reflect their new brand positioning, the services’ changes, and the new custom solutions the company designed. The entire messaging of their content needed an update in order to speak directly to the new decision-makers – large enterprises. The company collaborated end-to-end on the project with Brandanizer, taking advantage of our skills to create compelling messages and an excellent online user journey, which converts into sales.

About Delta.BG

Delta.BG is a Bulgarian cloud and managed service provider that offers IT solutions to mid and large businesses in different industries. The company has more than 10 years of expertise in designing, building, and managing a new generation of cloud servers and infrastructure solutions. Their product portfolio includes Cloud VPS, Dedicated Servers, Colocation, custom cloud infrastructure solutions, and more. Delta.BG is a trusted technology partner for some of the biggest Bulgarian eCommerce companies.