covidien: ligasure product launch campaign
Tissue-fusion devices replace old surgical methods such as sutures and staples. And LigaSure is regarded as the gold standard. In fact, in our research surgeons told the company, "If it could also dissect during procedures, it would be unbeatable." So when the company added that feature, we knew we could tease the audience and generate pre-orders far in advance of availability. Thus, this direct mail piece in which a non-working device was sealed in Lucite – featuring the theme line, "Can't touch this."
covidien: ligasure print advertising, direct mail
Following our successful launch of LigaSure, a new competitor cropped up with technology that was strangely similar. Rather than attack the other product head-to-head, we decided to create a campaign that would leverage the fact that the previous LigaSure products had been used in more than 3,000,000 procedures and had been featured in hundreds of journal articles – while the competitor was completely untested – and therefore, untrusted. We successfully attracted leading surgeons (which is almost unheard of) to appear in our campaign, "In the most trusted hands on Earth." Read this brand innovation case study.
covidien: force triverse product launch campaign
The most basic type of electrosurgical device is known generically as a "pencil." In the past, pencils had two buttons – "Cauterize" and "Cut." But the energy created by these devices in the cut mode was so intense and unpredictable, surgeons would typically avoid using the button altogether. Then, Covidien invented a new kind of pencil with controllable energy. Dramatic improvement which we positioned with the line "Sharper than any pencil."
covidien: sealguard print advertising
For decades, endotracheal tubes, used to deliver oxygen to patients during surgery, emergency procedures and long-term intubation, have been commodity items – a tube was a tube. However, these tubes allowed bacteria-laden fluids to leak into patient's lungs, causing pneumonia and a host of other problems. Covidien introduced a new type of tube promising to provide a superior seal against these types of fluids, and we were asked to create the positioning and advertising surrounding it. The graphic of the tube in our materials instantly tells clinicians "a tube is no longer a tube" while the line "Seals out doubt" speaks to the benefit.
covidien: sealguard direct mail
Endotracheal tubes (the tube that connects to a ventilator) allow saliva and gastic juices to get into a patient's lungs, causing infections, pneumonia and even death. But Covidien created a breakthrough design that virutually eliminates this leakage. This direct mail piece, featuring a vial of liquid showing how much leakage typically occurs, went to 3,000 attendees of an upcoming tradeshow and offered the chance to see a side-by-side demo of the old versus new technology. The client was overwhelmed by the response and is selling the new tube at a rate that's six to eight months ahead of their standard new production introduction projections.