award of merit
awards@mower.com
Challenge:
When ICU Medical acquired a competitive IV/infusion system – a product line that streamlines medication delivery – it also acquired a number of issues, including competitor claims that the system was outdated and its sales/user base were shrinking. Add to that a complex, 15-month purchase process andl 7-year contract cycle, and sales opportunities were challenging.
To overcome the negative perceptions of the legacy product, ICU Medical completely reengineered the technology, creating the category’s most advanced infusion solutions.
Our objectives were, 1) dramatically shift perceptions of being ‘outdated’, quickly generate excitement, and drive action among Nurses, Pharmacy Managers and IT Informatics. With an approach that evokes innovation, conveys user confidence and makes our audience the omniscient hero of patient care.
2) Ultimately drive prospects to our landing page to learn more.. And signal interest through Lead Form completion. With the goal of 500 MQLs.
Insight/Strategy:
Our audience is skeptical of new technology. They need to be confident that anything new is user-friendly, intuitively designed and ‘nurse-approved’ before they’ll use it.
Insight: Extensive research, customer interviews and beta user feedback revealed the key motivator is user confidence. Plus, better human connections. And collaboration across all IV touchpoints. Making it easier to deliver precise, positive patient outcomes.
Strategy: Disrupt the clinical/rational sea of sameness and ubiquity of features in the category by leveraging the power of human ‘emotivations,’ demonstrating the higher level of confidence and care that can now be delivered.
Big Idea
We needed to Disrupt the category by delivering a higher state of confidence for Healthcare Professionals, Elevating our campaign to match the level of the product. And tapping into that higher power.
For nurses, we brought them to ‘Nursing Nirvana.’
Pharmacists? They were in ‘Eupharmia.’
And of course, IT pros discovered ‘IT Utopia.’
Each first-person testimonial was paired with an image of that professional in a higher state of peace as a result of the benefits of the system. Everything from the wardrobe to environment to photography style, coloration and type style were chosen to implicitly convey innovation, ease and enlightenment.
Tactics/Execution
We developed an integrated creative platform that started with in-hospital posters, and sales enablement. Then amplified with Trade Print, digital and Trade Show specific to each of our three core audiences.
The rollout included individual landing pages for each audience, with clinical studies and other content, plus a lead capture form; digital banners run on audience-specific publication sites, plus programmatic buys; strategically placed social ads; direct email; and other, more organic, tactics.
Results:
By combining our healthcare procurement expertise with strategic insights and creative solutions, we were able to more deeply understand our stakeholders—allowing us to position the IV/Infusion system as a category-defining innovation.
Our launch delivered:
· 3 million+ impressions
· Programmatic banner CTR double the healthcare category average
· 11,000+ landing page visits
Most importantly, we generated thousands of Marketing Qualified Leads plus product demonstrations. A huge result for a multi-million-dollar system purchase.
Proving, enlightened creative can elevate results to a higher place.
