Moving Sapiens International From Software Provider to Insurance Industry Thought Leader

When Sapiens International approached Padilla Speer Beardsley, the company was a well-regarded IT provider known for Euro conversion software and Y2K solutions. As the market evolved past its current offerings, the company reached out to Padilla Speer Beardsley for help targeting the U.S. insurance industry as its new focus.

Padilla Speer Beardsley led an integrated messaging workshop to align the proper communications strategy with Sapiens' new business objectives called Communicating for Action SM. The result was an action-oriented plan for moving into the U.S. insurance market that identified clear marketing communications goals, horizontal and vertical messaging, necessary marketing communications initiatives, crucial audiences, current perceptions of the company, and potential barriers.

In addition, Padilla Speer Beardsley helped Sapiens launch an ongoing series of strategic industry surveys, establishing Sapiens as “the source” on insurance industry IT. Padilla Speer Beardsley also developed insurance experts within the company who became survey analysts and company spokespeople, providing message points for discussions with analysts and media.

As a result, Sapiens regularly appeared in the insurance trade press through byline articles and interviews. More importantly, the company quickly grew its insurance business and became a recognized thought leader within the U.S. insurance landscape.