During the six weeks of ILTM students engage in a live project with an external client. These live projects are real to the client and do not yet have a particular solution. In fact, many times the exact problem is not clearly defined, and it is up to the ILTM team to first clarify the problem and them make recommendations as to a solution.
AgencyRx is a healthcare advertising agency founded in 2005 that develops bold and creative advertisements that are unique and informative. As the demand for AgencyRx's service increases among pharmaceutical companies, it is constantly seeking new points of contact to increase the exposure of their products. With this in mind, AgencyRx asked ILTM to generate recommendations for interfacing with electronic medical record (EMR). The project focused on the plausibility of incorporating educational tools into EMR platforms that provide utility to the healthcare provider as well as the patient.
The project for the ILTM team was to conduct market research, as well as interviews and surveys with various healthcare providers (HCPs) and generate recommendations for opportunities at the intersection of advertising and the EMR landscape. The team suggested that AgencyRx should create sponsored tools targets toward physicians and patients to increase awareness of pharmaceutical products. The ideas for many possible tools were generated and then analyzed through several lenses, including how well as how these tools would align with the current web presence of AgencyRx, the ability to make an interactive experience, and compliance with various privacy laws such as the Sunshine Act.
Acquired by computer technology giant Oracle in June 2013, Acme Packet is a global leader in providing next-generation solutions that help service providers and enterprises migrate to all-IP networks. Currently, most service providers and enterprises function on two separate networks: the internet and the public switched telephone network. The solution, the Session Border Controller, eliminates fraudulent behavior associated with internet communications as well as increases the versatility of phone systems with Voice-over IP.
The project for the ILTM team was to conduct a competitive analysis of the industry's leading manufacturers that sell to small- and medium-sized enterprises. In order to better understand the market, the team conducted research on the three major segments of the channel: the manufacturer, the distributors and value-added resellers, and the end users. The team analyzed reports, conducted interviews and distributed a survey to end users to gain key insights into the opportunities and threats present in the Session Border Control business environment. Given the current external and internal forces, the team concluded that Acme Packet is correctly positioned to enter the medium size SMB market and provided a preliminary plan for market entry.
The Rich Products Corporation is three-generation family-owned-and-operated food services business that makes over 2,000 products and distributes to over 100 countries. The company founded the non-dairy and frozen food segments in the 1940's and has since expanded to include cakes and desserts; pizza, bakery products; breads and rolls; shrimp and seafood; appetizers and snacks; BBQ; meatballs and pasta; and gluten-free and all-natural items. Rich Products prides itself on its relationship with its customers, always striving to be the Trusted First Choice.
The project for the ILTM team was to improve the methods the company uses to forge a trusted relationship with In Store Bakery (ISB) cake decorators. More specifically, Rich Products charged the ILTM team with recommending two or three digitally enabled methods to draw interest in the company's Cake Pros website and build an open community of cake decorators. The ILTM team conducted extensive market research, interviewed cake decorators and benchmarked other successful online communities to determine create a plan for improving and expanding the Cake Pro website. Their recommendations were to make better use of photo sharing, using sites such as Pinterest, optimize the search tool to make sharing of techniques and creations easier and hold online contests for cake decorators.