RELAUNCH FOR RENEWAL
Transforming a last-ditch effort into a lifestyle drug
We opened our pitch for the next-generation left ventricular assist device HeartMate 3 with this video that set up our proposed positioning statement: "Respect the Blood. Protect the Patient." This was an exceedingly rare instance where the positioning we proposed at pitch endured the vetting process to emerge as the launch brand positioning .
PITCH VIDEO
HCP DETAIL AID
The launch campaign featured blood flowing beautifully and flawlessly, thanks to the expertise of a skilled surgeon: only in his hands are the remarkable results seen with HeartMate 3 possible. The brand story was told clearly and concisely using design elements and original illustrations based on the campaign art style.
PATIENT BROCHURE
Building off the professional campaign, we added stories of real patients living with HeartMate 3 to our patient communications, making them relatable and approachable. This brochure, distributed to patients considering a HeartMate 3, contains information to support conversations with their cardiologists.
