POINT B, INC. REDEFINES ITS BRAND IDENTITY AS BLVDWEST Increased Pressures on Healthcare Companies Demand New Agency Approach

Newport Beach, CA (PRWEB) October 27, 2001 -- Point B, a leading Southern California-based healthcare agency, has changed its name to BLVDwest, to underscore the Agencys totally new approach to brand marketing and communication. The changes are the culmination of a multi-year effort of reengineering teams, titles and processes and adding new skill sets to create a new kind of Agency, one better suited to generate the return on investment required by healthcare companies today. With its new approach, BLVDwest is able to apply increasingly scarce marketing dollars at critical pivot points that increase customer loyalty and ultimately profits.

"Marketing and sales managers today are tasked with achieving higher sales goals and accelerating product adoption and market share growth, often with fewer resources and greater accountability than ever before," says Stacey Howmann, one of the Agencys three principals. It comes at a time when the marketplace is crowded with many new and undifferentiated products and new technologies competing to gain customer allegiance. She continues, "new and bigger ideas that have the impact to overcome the inertia of the status quo and the accountability to deliver a greater measurable return on investment are required."

"Success today calls for a more sophisticated and creative use of communication to create real change," states Clay Daniells, principal and creative director. "Healthcare promotion, for the most part, is very expected. Our new structure and focus along with the addition of new expertise enable us to deliver unexpected ideas that command attention. And our concept extends to the application of those ideas at precise pivot points in the sales and marketing process where they have the greatest impact, not only on attitude and perception, but, more importantly, on behavior."

Customer loyalty is the new measure for success. "Studies show that loyalty is the most effective way to grow sales, profits and stock value," says Tim Friday, president and principal. The development of an experienced team including former medical researchers, market research directors, healthcare marketing directors and consumer brand managers combined with impressive medical and consumer creative credentials places BLVDwest in an enviable position in this complex marketplace. "The result has been sales and market share goals exceeded, technology adoption accelerated beyond plan and customer loyalty programs that deliver a measurable ROI," he states.

In keeping with its commitment to deliver the unexpected, BLVDwest kicks off its new brand with full staff participation in a Habitat for Humanity project. "When we started planning a launch event last summer, we knew the usual open house or reception was not for us, " says Friday. "One team member brought the idea of participating in an event that would help the community and unify the team. It was enthusiastically accepted by everyone." The project is scheduled for October 26th in Orange County.

Based in Newport Beach, CA, BLVDwest is a leading independent healthcare Agency delivering unexpected ideas that impact customer behavior and improve return on investment for its domestic and international clients. Agency services include product and technology launches, customer loyalty programs, branding, product life cycle extension and demand creation using traditional and nontraditional communication venues applied at pivotal points in the sales and marketing process.

The Agencys roster of clients includes: Beckton Dickinson (Waltham, MA), Bard Pain Management Technologies (Salt Lake City, UT), Jostra Bentley (Irvine, CA), Focus Technologies (Cypress, CA), La Jolla Pharmaceuticals (La Jolla, CA), Medicis Pharmaceutical Corporation (Phoenix, AZ), Nanogen (San Diego, CA), Oridion Capnography Inc. (Danville, CA), Ossur (Aliso Viejo, CA), SenoRx (Aliso Viejo, CA), TLC Laser Eye Centers (Newport Beach, CA).

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