Case Study – For all the Right Reasons

A manufacturer of scanning systems for diagnosing and treating medical conditions needed to generate favourable opinion of their products among purchasers in hospitals. With hospital budgets under close scrutiny, proving the efficiencies of the company’s products was essential. I led the development of a communications plan to demonstrate cost benefits directly to those responsible for purchasing scanning equipment. The strategy was to showcase the personal factors that influence cost efficiency and explain why medical professionals and patients preferred the company’s scanners. By bringing the technical qualifications of the products to life in a media campaign directed at hospital purchasers, the relevant reasons for choosing the company’s products over competitors became clear. The campaign achieved the communications goal by convincing the target audience of the benefits of the client’s products.