As a differentiated business unit within a larger orthopaedic brand we had the challenge of capturing mind share from business to business partners in our sales and distribution channels and a new customer segment. Foot and ankle specialist surgeons.
Our goals in this project were to:
-Build awareness of Foot & Ankle business unit as a distinct offering with Acumed's established parent brand
-Gain adoption of our portfolio of solutions by both users and sales teams
-Recapture lost Foot & Ankle Specialist user mind share
-Reimagine our marketing tone to match a younger customer demographic
My Team
Rachel Edwards: Executive Support and Strategy
Kristin Johnson of Rogue Raven Design: Graphic Design and Conceptualization
Product Managers: Lauren Mercer, Lina Gibson, Logan Hill
Customer Voice: Thomas McDonald, MD; Adam Bitterman, DO
Copywriting: Laurie Vuoto
Conceptualization
A slide deck and gathering buy-in from my leader and other stakeholders internally was key. Research on our competitors, trends, and an aspirational state were key.
Carousels
An essential element to the strategy was the adoption of carousels to augment our brand voice. A lighter tone doubled user engagement and enlivened the social conversation around our brand.
Consistency and Quality
A perfect grid was never the goal. I looked to achieve content that mattered to our sales and customer audience. A blend of content marketing and sharing our unique team.
Video and Motion
Moments of video and motion help keep things lively. Implementing custom motion graphics and social media friendly reels are key to our continued search for engagement.
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