AngioVac for DVT

The brief: Launch a new product category and treatment for Deep Vein Thrombosis including creating the brand from scratch, inventing the clinical efficacy story, patient benefit stories, and the clinical claims matrix.

Starting with CAD renders, product prototypes and field observation notes, a complete brand identity was developed from the ground up. Original 3D art, photography and graphic design were developed in a few months for the launch.

In this trade show loop the products positioning was first introduced to tens of thousands of conference attendees, featured at various scientific meetings over the course of a year.

Product Setup Guide

The brief: Create an easy to follow video to help users set up the newest product offering.

The project started with a time and motion study, meetings with the design engineering team, and a few ‘cold start’ attempts by lay persons to set up the device from the written instructions.

The video setup guide may not be the sexiest thing around, but sometimes media doesn’t need to persuade, just helping customers having a great brand experience is enough.

Explainer Video

The brief: create a series of ‘explainer’ style videos to simplify messaging around the company’s latest product launch.

The project began with researching dozens of ‘whiteboard video’ vendors and creating an RFP. Three finalists were selected, and a creative brief was shared along with an early draft of the script. Animation samples were reviewed, and WeAreCognitive in the UK was selected as vendor.

This is the second in the series and follows the success of the first explainer video; the first created an overabundance of opinions about this video. Funny how a successful program winds up with a ton of supporters.

Explainer Video

The brief: create a series of ‘explainer’ style videos to simplify messaging around the company’s latest product launch.

The project began with researching dozens of ‘whiteboard video’ vendors and creating an RFP. Three finalists were selected, and a creative brief was shared along with an early draft of the script. Animation samples were reviewed, and WeAreCognitive in the UK was selected as vendor.

The project required about three months, from contract to completion. A second explainer video followed with a significantly longer timeline

Vein Consult

The brief: Create an app for varicose vein patients to drive referrals to qualified physicians.

One-year development of MVP app product and web-based back-office user administrative portals. Six months campaign build with a six-month 10-city pilot campaign using A/B testing in each market. 

4-months into pilot the return wasn’t there. Patients were finding the app OK – by the tens of thousands – they were even downloading the app by the thousands in each market, but they were completing the queries by the tens – not far below break-even of just 100 referrals in each city, but far enough below to cancel the program.

Ahead of its time? It was certainly early ‘app’ days. Bad UI? Or, some other glitch never discovered?  I’m still proud of the project: the strategy was sound if untried, the execution was very good (we even made it through RA unbowed), and the work was really excellent.