Medical Products Division of a Fortune 500 basic materials firm

A new computerized high-speed clinical laboratory sample analysis system

The client wanted to gain access to a new audience and to introduce a sophisticated, yet simple analytical laboratory system. Two well-established competitors enjoyed strong share-of-mind and share-of-market, despite offering “old technology” systems.

Ensure that the technology is understood clearly and that clinical laboratory managers / decision-makers chose this new system over older technology from well-known automated analysis competitors.

Conducted essential market research with target audience; understood their perspectives, needs, wants, decision-making factors. Developed Integrated Marketing Communications (IMC) campaign to launch the new system, providing appropriate assurances to purchasers to reduce their decision-making risk.

More than a dozen of the new technology systems were sold during the product launch at the national Clinical Chemistry Conference, with several dozen more systems sold from the buzz generated through media placements and effective product demonstrations, using the key message points we developed. The client gained significant market share in the first year. We won a major national creativity award for the launch campaign materials.