FUJIFILM Medical Systems

Product Launch Campaign to Build Brand Awareness

Digital MarketingPrint DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Our client was bringing a game-changing brand to the marketplace. As the challenger brand, where the dominant player owned a 70% market share, Fujifilm needed to gain more prominence. Our job was to create a campaign that could build brand awareness while maintaining the brand’s voice and values.
In this product launch campaign, we wanted to continue to emphasize Fujifilm Medical Systems’ commitment to innovation and to improving the lives of women through better diagnostic tools. Our approach to any campaign development is to understand the core attributes of the brand and the key market challenges. For this reason, we began with a brand workshop with our clients, stakeholders and their customers, even though we already have a deep history with and understanding of this brand. We saw this workshop as a starting point to ensure the campaign is both effective and the “right fit”.
As a result of our findings, we developed the “Meet Our Motivation” campaign, highlighting women and patients as the motivating factor for our client’s commitment to innovation and well-being.

Branding

Mood Board

Sales Support

CooperSurgical

Engaging Physicians Online

Digital MarketingWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Our client had launched a new handheld office hysteroscope, Endosee, that’s portable, lightweight and offers clear visualization. To promote this game-changing product, they needed a website that provides all the information physicians would need to change how they think about hysterocopy procedures. The client came to us with a list of must-haves for their new website. It had to showcase product features and provide how-to information. It also needed to present solid clinical reasoning, payer reimbursement information, and physician feedback. Finally, we had to illustrate how the product would impact a physician’s practice.
We know that physicians use the web just like other consumers. With this in mind, we structured the site content around common questions consumers have about a new product, like what is it? Why should I use it? How do I order it? We organized all the available materials to fit within this hierarchy, including video, webinars and clinical studies. Knowing that physicians, like any consumer, look to social proof before making a purchase, we included feedback from their peers. Knowing HCPs are likely to browse on their phones, we made the site mobile-friendly. We also set up Google Analytics event tracking so the client could better understand how users interacted with content and measure the effectiveness of their ongoing pay-per-click and display advertising efforts.
Changing the paradigm for a medical procedure is a marathon, not a sprint. Endosee is steadily gaining traction as a new standard of care, and clinicians use the product website to get the information they need. The site features a range useful content to draw traffic from searches online and is supported by email and display advertising campaigns to drive traffic to the site.

Web Design & Development

Mobile Web Design & Development

COOPERSURGICAL MEDICAL DEVICES

In-services Available Anywhere and Any Time

App Design & DevelopmentDigital MarketingWeb Analytics & Measurement

The
Challenge

Our
Approach

The
Result

From training and mobilizing salesforces to engaging with patients and providers, medical technology companies have relied on face-to-face communication to sell and train users on their products. Throughout the COVID-19 pandemic, face-to-face interactions with hands-on learning, including live case proctoring and in-field training, became nearly impossible. CooperSurgical, a leading medical device company that specializes in women’s healthcare and fertility treatments, needed to digitize in-services in order to provide on-demand training and resources to healthcare providers when in-person access was not available. The company has a large amount of training videos and product literature on their website, but it was not ideal for quick access and use for practical and on-demand training refreshers often needed just prior to performing procedures. Building a native iOS/Android application could solve the issue, but that approach can be expensive and take time to build. Furthermore, native apps require a version for each operating system, with all future updates having to be made independently. Native apps also require users download and install the app on their device.
In order to save budget and lead-time, D2 Creative recommended building a progressive web app (PWA), an emerging approach to app development that uses the same technologies used to build websites, such as HTML, CSS, and JavaScript. Its simple architecture meant that it would be less expensive to produce, and faster to develop and deploy, compared to a native app, but with nearly identical functionality. Users could access the PWA on any connected device and view information without having to download an application. Their user experience with a PWA is nearly identical to that of a native app; there are no typical web-browsing tools, like an address bar, disrupting the in-app experience. The team at CooperSurgical agreed that a PWA would be the preferred option as it allowed for more flexibility, less complexity, and faster time-to-market. Our team produced an HTML5 PWA supported by Google Firebase. The app can be used on any connected mobile device, without requiring user installations.
After launching the progressive web app, CooperSurgical was able to make necessary product training information, normally shared during comprehensive in-services, available at the tap of a screen. With the in-service PWA, surgeons can watch videos, learn how to use a device or how to clean it, and view or download instructions directly to their devices. The app also “remembers” previous visits so that providers can quickly revisit materials they need to repeatedly reference. In the event that a provider had a specific question or wanted to buy more product, D2 Creative added a convenient “Find a Rep” button that connects the user to the right representative based on their location and product of interest. This in-service PWA launched with a handful of CooperSurgical’s dozens of brands. Since scalability is built in as more products are added to the app, the interface will evolve to continue to offer a streamlined user experience, allowing users to locate information by practice or procedure.

App Design & Development