Here was the situation.
The United States is the largest medical device market in the world with more than 6,500 medical device companies and a market size that should reach $155 billion by the end of 2017 (source). While that statistic certainly speaks to great opportunity, it also implies the need for medical device companies to pay significant attention to their brands – ensuring that they can differentiate themselves in a very crowded market. This is what brought Irrimax Corporation to seek a brand refresh for its product, Irrisept.
The refreshed brand would need to reflect the innovative nature of the product and appeal equally to physicians, other healthcare providers and healthcare purchasers.
Together, we did this.
Working in tandem with our client’s clinical regulatory team to ensure compliance, we began by exploring key points of differentiation to bring them forward visually and in messaging. A simplified mark in the shape of a water drop featured colors that implied health, vitality and cleanliness, as well as gridlines that suggested technological properties. A new tagline, “Redefining Irrigation,” established the product in the context of forward-thinking innovation, while maintaining focus on how healthcare professionals use it.
From there, we extended the brand into packaging, sales support and business development materials, as well as trade show graphics. We also retooled the product website, expanding it globally to include country-specific content.
Oh, so much better.
The launch, establishment and reinforcement of the updated Irrisept brand have been a great success in product promotions. Strategic and creative efforts came together beautifully to update the brand in ways that fully supported Irrisept’s sales efforts.