Messaging & Positioning - Sales Collateral
Mohamad Meski
Marketing Strategist
Writer
Sales-Driven Marketing
Project Overview
Klaim is a financing company partnering with clinics and hospitals in Dubai. One of their offerings, Klaim Kapital, essentially buys insurance claims from these healthcare providers.
This service benefits customers by speeding up the receipt of funds from insurance claims and ensuring they receive the full amount.
The client approached us to create a leave-behind or brochure for their sales team. The goal was to provide a clear and concise explanation of their product offering for potential customers during clinic visits.
The Challenge
The sales team at Klaim faced challenges in explaining their product offering to potential customers. Many were risk-averse and preferred sticking with their current methods rather than trying something new, particularly when it came to their revenue.
Additionally, the marketing team at Klaim struggled to define their positioning and messaging effectively.
The Process
Interviews
We began by setting up one-on-one calls with the marketing and sales leaders at Klaim. During these calls, we gathered essential information, including:
How customers currently collect insurance claims
Key competitors in the market
Customer pain points, including direct quotes
Product features and benefits
Customer testimonials
Defining the market
The insights from the Sales and Marketing teams revealed that customers faced two unfavorable options:
Dealing directly with insurance providers, which involved manually submitting claims and waiting up to 6 months for processing.
Opening a line of credit with a bank, which is not accessible to all clients and incurs high costs.
The Strategy
Messaging
Based on the information collected, we defined the product’s top value propositions:
Guarantees payment on claims
Payments received within 24 hours (compared to up to 6 months)
Lower cost compared to other financing options
Provides predictable cash flow, crucial for business growth
Positioning
We positioned Klaim Kapital as the “new” and more efficient solution for handling insurance claims.
The traditional approach—dealing with banks and insurance companies —was outdated, risky, frustrating, and slow.
With Klaim Kapital, you receive your money in just 24 hours, completely risk-free and hassle-free.
Now all that was left was to write the collateral...
See the final result here:
