How do you credibly introduce a new soft tissue healing therapy for breast reconstruction that costs 10x more than the standard of care?
Shift the focus from the product itself to the people it impacts. Breast cancer patients are on a difficult journey, and they need emotional healing on top of physical treatment. Appeal to the plastic surgeon’s desire to heal more than just a patient’s physical wounds.
Cardiovascular service line (CVSL) administrators are becoming the decision-makers in the most crucial department of every health system, but your target audience has always been the clinician. How do you achieve credibility with this new administrative-level audience?
Find the CVSL pioneers who are creating value-based practices and give them a platform to share their knowledge with peers who are hungry to be at the forefront.
Image is owned by Bracco Diagnostics Inc. Monroe Township, New Jersey
The computed tomography imaging suite is a costly bottleneck that limits throughput and frustrates patients, physicians, and the C-suite alike.
We created a pre-launch campaign to make customers’ problems top-of-mind to set the stage for launch.
Consumers who suffer from migraines had almost no awareness of a unique solution called eNeura.
We executed a full re-launch across digital channels to create awareness, educate consumers, overcome potential objections, and lead consumers to a treatment option.
You’re up against a deeply entrenched paradigm and a crowded, high-tech field touting their features and benefits.
Forget marketing on features; show your customers that you provide what matters most to them and their patients: accelerated care.
Drive awareness of this all-purpose wound disinfectant/cleanser in an oversaturated, poorly differentiated market.
Refocus it on burn centers who appreciate its true USP: less painful dressing changes.
A 2-part problem: 1) How do you engage customers at a massive conference? 2) How do you get them to learn about your product?
Introducing the Think :60 Challenge! We launched this high-intensity app-based game that had customers fighting to beat the high score. It reinforced the brand strategy and taught customers all about the product. Not surprisingly, this app was awarded Gold in the recent DxMA Awards.
Aquacel® Foam Pro had a rare problem: too much good data. Convatec needed to simplify and organize their story so customers saw a clear difference that Aquacel® could deliver.
New sales materials introduced new creative and a messaging platform that laid out the story so it was not about the product—it was about customer problems and how Convatec could solve them.
How do you justify costlier Next Gen Sequencing (NGS) technology to cash-strapped forensic scientists?
Connect NGS to the resolution of more unsolved crimes by speaking to them with imagery of crime scenes that most often go unsolved.