Advances in Biomedical Engineering
The Challenge: The IEEE Engineering in Medicine & Biology Society (EMBS) has more than 12,000 members in over 100 countries, and most of them are in academia. EMBS wanted to increase brand awareness and attract clinicians to the society, which would help influence research with real-world input. They also wanted to attract students to one of the fastest-growing fields in the U.S.
Our Approach: This project had two different phases. First, we conducted phone interviews with two dozen scientists worldwide, representing 14 different areas of research that are covered in the field of biomedical engineering. Next, we videotaped live research taking place at some of the world’s leading institutions, including MIT, Harvard and the University of Minnesota.
The Result: In this the branding campaign, we created an area on the EMBS website which explains the various areas of biomedical engineering research to an educated lay audience, highlighting some key advances in each area. We also produced a short documentary on biomedical engineering with two different versions: one for clinicians, and the other for students. From the footage we captured, we also created three profiles highlighting the work of individual labs, giving the client extra bang for their buck.