Carpe Datum is a business intelligence tool that allows you to assess and review every aspect of your practices’ performance
Their powerful data analysis engine sits behind a simple yet innovative traffic-light style dashboard, which gives their clients access to data-driven metrics that identify key areas of improvement, on an individual branch and vet level. Through Carpe Datum, they can quickly and accurately assess the strengths and weaknesses of both new acquisitions and existing practices. Their unique capabilities grant their clients quick, direct access to practice data, allowing them to benchmark and make decisions without the need to wait months or even years for a PMS migration or integration.
Carpe Datum approached us to design a brand identity for the new business tool
This business tool was to be distributed throughout various practice based industries such as accountants, dentists, chiropractors and more. However, for the branding process, we concentrated on the veterinary market to kick things off.
Through our brand clarity clinic, we delved deep into who the customers were for Carpe Datum, and what were their pains and concerns. Through the clinic, we identified Carpe Datum’s key target audience. They consisted of; corporate veterinary organisations comprised of individually managed practices, organisations providing products and services to individual practices .i.e. pharmaceuticals, PMS providers and business consultants.
The pains of the target audience had been varied, ranging from lack of visibility of practice, to uncertainty over where can the cut costs increase profits. Some of their problems had been down to pure curiosity, they were wondering how their practice is performing compared to everyone else. They needed a medium to provide clarity over performance for key stakeholders and to bring their company into alignment on current performance and future goals.
What we did for Carpe Datum
We created a set of core key messages that identified their client’s pain and how what Carpe Datum could do to alleviate this. The messages applied equally to all four groups and focused on the target audience’s motivation to help individual practices become more profitable.
By emphasising that Carpe Datum was created by industry experts, we implied that this allows them to become experts too, perhaps in a field where they have little expertise.
Conversely, for those who do have industry expertise, we promoted instant visibility, PMS independence and focus on practice-level data that this cohort has difficulty accessing right now.
Ultimately, we presented Carpe Datum as a practice-level business intelligence tool, designed by industry experts, to be implemented by ‘overseeing’ organisations.
- Key messaging
- Logo and brand guide
- Promotional material