| BirthTrack
2009 REBRAND 100 Winners > notable
Industry/Sector: Healthcare/Pharmaceuticals - Medical Devices And Software
Enterprise Rebrand
Country Base: Israel
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - BARNEV, Inc. is a medical device company incorporated in Israel in 1998.
Challenge - With product approval from the Food & Drug Administration (FDA) now in place, the company decided to proceed aggressively with plans to introduce their innovative labor monitoring system to maternity professionals in the United States and position the company for acquisition. BARNEV’s patented technology uses safe ultrasound signals to make precise, continual measurements of cervical dilatation and head station and to graphically display the
measurements of each labor contraction and their trend over time. The product was then
named Computerized Labor Monitoring (CLM) System.
Strategy - BrandFocus developed a comprehensive marketing communications plan, including
our recommendation that Computerized Labor Monitoring system — and especially the CLM acronym — was a poor name choice that would not likely be well remembered. We proposed the new name, BirthTrack, which strongly suggests what the product does and is more likely to be remembered. A complete rebranding effort followed. Today, the BirthTrack logotype and sleek, contemporary stork and baby symbol are at the center of all communications.
Result - Our full communications efforts are only now beginning to be seen by the maternity professionals in the United States:
-- Initial reaction to the BirthTrack system is extremely positive and orders are being placed;
-- Relationships with several U.S. (and international) distributors have been formalized;
-- Regional sales offices are in place and fully operational;
-- New venture capital investments have been secured.
Credits:
Client: BirthTrack - www.birthtrack.com
Brand Strategists/Designers: BrandFocus - www.brandfocus.us
Creative Director: Tom Davis
Marketing & Brand Strategy: Richard van den Bosch
Designer: Tom Davis
Designer: Wanda Lewick
Designer: Liz Comperchio
Copywriter: James Reno
Copywriter: Michael Rielly
Interactive Developer: Neptune Web
Public Relations: James Reno, Reno Public Relations
3D Photo Renderings: 5000K
Photography: Homick/Rivlin Photography
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