Teague
Medical Technology Branding & Marketing
CONTENT
“My crown is called content,
a crown that seldom kings enjoy”
William Shakespare
CREATIVITY
When you know what you need to say, you know how you need to say it.
Before challenging a creative team to begin designing, I develop the brand voice needed for communications and carefully weave this voice into initial marketing copy. In Med Tech, I have found the content of a marketing piece must come across as sophisticated, informative and innovative. Taking this direction with marketing copy, I am able to work with the creative team to build relevant visual elements that appeal to the industry audience. An example of this work entails a headline I developed for a knee implant ad: "Discover nature at work." This headline - which came about after testing various ones among our global surgeon audience - allowed us to create designs that focused on the core of our message, ligament preservation.
"Creativity is piercing the mundane to find the marvelous"
Bill Moyers
When we are given crayons, we all feel a little creative.
Have you ever watched a child color? Their eyes are wide with excitement and you can see the wheels turning in their head as they concentrate on their masterpiece. My first exciting foray with building a Med Tech brand came from a new knee implant product launch as part of an overall plan to reinvigorate a company's knee portfolio's branding strategy.
I grabbed my version of crayons and focused my attention on what we were saying about our products. The words, "design heritage" and "performance" appeared a lot in our collateral, so I took what the company was saying, modified the messaging to resound more eloquently than it previously did, and worked on the branding direction for the new knee product's launch as well as its portfolio. The results? A re-energized sales force enabled the company to beat the market average by high, single digit percentages, selling ten and five year old products.