ZOLL Cardiac Management Systems Portfolio
Creating Awareness for a Portfolio of Solutions That Revolutionize Acute Cardiac Care
The Challenge
Renowned for LifeVest, a wearable cardiac defibrillator, ZOLL wanted to make all audiences – externally and internally – aware of their entire portfolio of cardiac management solutions. From diagnosis to treatment to management of acute cardiac patients, ZOLL would be a superior partner to healthcare professionals (HCPs), hospitals and health systems in providing comprehensive care.
Zoll CMS Rebrand Concepts
Background & Problems
ZOLL Cardiac Management Solutions is a new product portfolio that revolutionizes the treatment and care of acute cardiac patients. This includes novel technologies, services and insights that save lives and support better patient outcomes; creating efficiencies with unmatched service and support; and enabling data-driven decision making through evidence and insights. More awareness needed to be created around this portfolio of solutions.
Sales Sizzle Video
Our Approach
We were engaged to develop foundational brand deliverables for this new portfolio campaign. We immersed ourselves in the entire portfolio and patient care pathway to explore what made it unique to differentiate it from the competition. Starting with research, personas, positioning, and messaging development, we supported testing with HCPs and, based on the results, developed concepts for marketing materials to launch the portfolio. We also applied these findings to our conceptual exploration of the new LifeVest campaign and used them to develop a messaging strategy tailored to an Integrated Delivery Network (IDN) audience of large healthcare systems.
How We Contributed
Strategy
Messaging
Concepting & Design Creative Research & Testing Support
Creation of Marketing Materials
Deliverables
HCP print & digital deliverables
Sales sizzle video
ZOLL HCP 1-Pager
Our Solution
By partnering with our client to create audience personas, a portfolio positioning and messaging strategy, we create a go-to-market resource to engage their sales teams to talk about ZOLL in a new way. The chosen concepts we developed were translated into print and digital deliverables, but also served as a “way in” for the reps in the field to increase awareness of ZOLL has a whole solution that’s bigger than LifeVest.
Results
The sales team feedback conveyed much excitement for a new talk track in the field.
“We really like the direction you’ve taken us in. 😊 We did a directional check-in with our VP and it was positively received.”
“We really like the direction this is going in and are super excited about it!”
“This is a wonderful jumping off point.😊 Thank you, guys!”