Abbott Diagnostics was no longer just a product sales company: it had recently repositioned itself as a strategic consultant with expertise in helping hospitals analyze and improve their operations through an “ecosystem”-based approach. Now, Abbott Diagnostics wanted to bring that approach to the Latin American market.
LePoidevin developed internal and external educational materials for Abbott in Spanish and Portuguese for use in Mexico, Argentina, Colombia and Brazil. Live training sessions, direct mail, e-mail campaigns and print materials helped to invigorate and support their new sales approach.
Abbott’s revolutionary ecosystem approach has been well received by Latin American customers seeking to improve their efficiency and operations, and the company continues to monitor and improve their approach as needed to better serve the needs of its audience.
MinXray created a first-of-its kind, hand-held, battery-powered X-ray unit and needed help promoting the digital radiography systems to the medical and military markets. They also wanted help discerning the viability of other relevant applications for the new equipment.
Through proactive public relations and targeted digital marketing/social media, LePoidevin connected with key editorial contacts to garner influential feature stories while making inroads with decision makers in several fledgling markets.
MinXray successfully introduced the new units to the radiology and military markets and expanded product awareness into Sports Medicine and Emergency/Rescue, which have generated several unique sales leads.
BRANDING & COLLATERAL
A new breakthrough technology developed by a leading orthopedic surgeon needed a comprehensive marketing launch and support program aimed at medical professionals and consumers alike. Armed only with a prototype, LePoidevin was tasked with developing the marketing plan and implementing a program designed to educate and promote the product’s benefits to users and potential channel partners.
We developed a brand and identity program, including graphics, video support, literature and sales strategy. In addition, intensive media relations resulted in significant coverage in medical trade media and consumer “enthusiast” print and online publications.
The video was instrumental in securing a distribution partner for the new product, who made full use of the marketing support materials we produced.
Healics needed to create a sales tool that spoke to its mission and core values, but still represented both the wellness and clinical aspects its business. They also needed a clear way to communicate the wide breadth of reports, guides and surveys available to their clients.
The brochure’s copy used a combination of logical and emotional appeals to explain and promote Healic’s unique approach to medical care. Iconography, customer testimonials and captioned graphics created distinctive sections to attract attention to key messages and make dense vocational information easily digestible.
By effectively summarizing and building upon a variety of past presentations, the brochure quickly became the key presentation tool for the Healics sales team. The visually engaging design built a clear case for the benefits Healics provides with its preventive health and wellness programs.
WORK WITH CONNECTIVITY
Instead of settling for good or working towards great, how about striving for #!@$*%& AWESOME!