Brand Refresh

It was discovered after an extensive customer audit that St. Jude Medical needed to find opportunities to break out and be heard from our competitors as all medical device companies were basically perceived the same. St. Jude Medical not only needed to differentiate itself form its competitors but it also had to communicate with C-Suite and Purchasing audiences. The challenge was not to just write category buzz words and phrases. We had to say it better, clearer and with a consistent, differentiating personality and voice to shift perception with physicians and build awareness with the ecomonic buyers within the changing healthcare landscape.

Corporate Tier Messaging Ad

After an extensive customer audit it became evident that St. Jude Medical needed to find opportunities to distinguish itself from competitors, as all medical device companies were perceived the same. The goal of the brand refresh campaign was not to write category buzz words and phrases, but to tell the company’s story better, clearer and with a consistent, differentiating personality and voice that would shift perception with physicians and build awareness with the economic buyers.  

 The ad provides insight into what sets the company apart and enables the story to be told via the voices of its people and the clinicians they support. It clearly positions the company as continuously challenging the status quo by developing solutions that change the course of treatment for costly diseases in ways that are relevant to the changing healthcare industry.

Product Brochure

Consistent tone and messaging is carried across all points of touch. Marketing collateral is organized to feature new groundbreaking products and therapies to get credit for the innovations brought to market. Rather than simply claim innovation, the messaging and visuals demonstrate the desire to continually imagine and invent. Infographics are also introduced to highlight key messages for relevant clinical and economic data.