Hearst’s FDB:
Rebrand, reposition, rule.
It’s one thing to be the global leader in a complex category like healthcare IT and quite another to hang on to the joy. That’s why FDB, seeing downward-dipping sales trends, decided to rebrand the company in the minds of health decision-makers in the US, UK, Europe, the Middle East, and Asia. The intriguing research-identified possibility: the chance to shatter existing category dynamics, turning company data products from existing system afterthoughts into digital starting points. In the words of FDB’s senior director of marketing, it all resulted in “the best years in our history”; a success that continues to this day (see FDB Vela).
