| Insulet Corporation OmniPod
2010 REBRAND 100 Winners > notable
Industry: Healthcare/Pharmaceuticals
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting
• A highly targeted, widely dispersed market. Only 1.2 million Americans
(1 in 308) have Type 1 diabetes; a prescription is required.
• A disruptive technology: The OmniPod is completely unlike its competitors, thus requiring market education.
• Entrenched competition: One industry giant—introduced in 1983—has 75% market
Challenge
• Address distinct audiences: Previous materials were used across audiences, despite each audience having unique needs.
• Demonstrate the compelling product differentiation: Words alone cannot convey the benefits of a truly revolutionary technology.
• Inspire physician/consumer confidence: People hesitate to trust lives to a new technology from an unknown company.
Strategy
• Develop a strong visual brand, projecting an established company: The fresh new look embodies the brand attributes while standing out from the competition.
• Create interconnected, audience-specific, campaigns: Visually all materials reinforce the brand, while delivering targeted messages to physicians, adult consumers, pediatric consumers and post-sale customers.
• Show the product: In research, all audiences asked to see how the product works; we used dramatic photographs of the product-in-use as the core of the creative.
• Develop a robust sample program: Potential customers can literally try on a product sample for a more visceral understanding of the lifestyle benefits.
Result
In one year:
• Lead-generation was 400% above projections.
• Web traffic increased by 113%.
• Overall awareness rose by 475%.
Credits:
Client: Insulet Corporation - www.MyOmniPod.com
Brand Strategists/Designers: WhyDesignWorks - www.whydesignworks.com
Creative Director: Nicole Curran
Designer: Frank Hekel
Designer: Catherine Pilfrey
Marketing Strategist/Copywriter: Trevania Henderson, The Marketing Department
| |
