Although our business was growing, our approach to the market needed a change. Our customers were at the center of more than just our growth, they also helped fuel some of our technology innovation. As a result, we had great stories but struggled to message them in a way that resonated with our market audience. Transforming our brand story through the audience lens has been a major catalyst in our ability to differentiate ourselves, grow, and preserve loyalty.
— Tony Paparella, President @ MediQuant

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