The Situation:
Big data in healthcare is a rapidly growing area of opportunity. Realising that it had developed a time advantage over the competition, ResMed decided to rush a product to market in order to present it at upcoming trade shows internationally.
The Challenge:
Two weeks to conceive and deliver a campaign, complete with a new sub-brand identity, messaging and web channel. Working with internal copywriters and designers, I conceived a brand identity that would resonate with the target audience and sub-groups while extolling the bespoke nature of the solutions the company was offering. Messaging was crafted to cover the spectrum of personas in the target audience, spanning from education on the benefits of interoperability, through the differentiators for the company’s offerings, and how to take action.
The Result:
In two weeks, developed and launched the campaign with the web channel going live at the same time as the trade booth at Medtrade. Booth traffic greatly exceeded that of competitors and the campaign resulted in the signing of new business partnerships in North America.
