Welfare technology
Serving citizens better
How does an international supplier of welfare technology gain a foothold in Denmark?
When new solutions and technologies are introduced, it is all about building trust and credibility in the market. A focus on credible local stories, customer cases and concrete experience from municipalities makes the difference. Public helps with strategy and execution, acting as an external marketing and PR function.
The challenge
Danish municipalities are generally interested in new solutions, but at the same time sceptical of global marketing messages. Purchasing is built on trust, understanding of municipal realities and documentation that the solution creates value in practice.
Municipalities therefore look for concrete and comparable cases from other Danish municipalities facing similar challenges. It is essential to be able to document results and share experience from implementation. In Denmark, the company’s organisation consists only of a sales and support team. The company therefore needed a strategic partner to handle marketing and communication, from strategy to execution across all channels, as well as sparring with the Danish sales team.
The solution
We work with a Thought Leadership approach that creates relevant content and visibility based on the needs and challenges of municipalities.
The focus is on credible local stories, customer cases and concrete experience from municipalities. Experience from other Scandinavian countries contributes valuable knowledge, but most of the communication is rooted in Danish examples and local perspectives.
The effort is built on a combination of owned, earned and paid media. Through video cases, interview articles, newsletters and social media posts, content documents the solutions and the impact. Everything is produced with a cross-channel approach that ensures maximum visibility while limiting the strain on the organisation’s resources.
The effect
Today, the company is a well-known and respected player among public-sector buyers and decision-makers. Through a targeted first-mover strategy, we have worked with the sales team to build a strong position as an innovative market leader with quality products.
The company has participated in and won several significant tenders in some of the country’s largest municipalities, and its market share has grown considerably. The long-term effort to educate the market has strengthened awareness, relationships and trust. Within the first two years, the company achieved substantial organic reach through owned and earned media.
In close collaboration with the sales team and implementation consultants, we have succeeded in developing content that demonstrates a deep understanding of the needs, challenges and realities of municipalities. The effort has helped establish the company as a credible partner and a strong market player within welfare technology in Denmark.