Rebranding and storytelling to challenge the status quo of breast cancer margins.
The Situation
KUBTEC is a leader in specimen imaging and margin management. The company had introduced the MOZART System and was unsatisfied product sales since launch and needed to reevaluate their marketing approach.
ParkerWhite was asked to take a deep dive into all its marketing programs and messaging to determine the best means to attract breast surgeons to sign up for a virtual demo of its game-changing 3D tomosynthesis technology that can provide a clear view of surgical margins in real-time, while in the operating room.
What we did:
Stakeholder Interviews
Competitive Audit
Digital Audit
Customer Journey Workshop
Brand Messaging Platform
Brand Style Guide
Website Redesign
Social Media Strategy
Monthly Social Media Content
Lead Generation Strategy
SEO Strategy and Implementation
Brand and Product Messaging Platform
Following our stakeholder interviews, both with internal leadership and external customers, we were able to capture the company’s true purpose and the value they are providing to their employees, surgeons, hospital systems, and most importantly, the patients undergoing breast cancer surgery.
Hence our manifesto themed, “Impatience is our Virtue”, because KUBTEC knows that cancer moves fast, so they move faster.
Brand Style Guide
KUBTEC is on the leading edge of imaging technology, their brand needed to feel that same. There is a real sense of passion and authenticity with the entire team, it was important to capture that genuine connection as we built out the brand. From colors, imagery selections, and a modern, clean aesthetic, ParkerWhite built a comprehensive branding system that the internal team could implement on an ongoing basis.
Website Wireframes
To understand all the different product lines and audience type, we defined the key user experience with a framework of intended interactions through the website pages. Collaborating with the KUBTEC team, we refined the layouts to showcase the products and their audience relationships to provide both easy-to-navigate and easy-to-digest pages.
Website Design and Development
Following our wireframing, we provided multiple design concepts and directions that elevated the brand from a startup look and feel into a modern corporate industry leader with a simple CMS so the internal team can make ongoing updates.
Social Media Strategy and Style Guide
ParkerWhite developed KUBTEC’s social media strategy and content built around education and thought leadership utilizing their KOLs and internal experts. The social media strategy provided the team with a clear blueprint for content types, hashtag strategy, posting cadence, a target list of industry influencers.
Digital Advertising Campaign and Strategy
We crafted a targeted paid media campaign strategy to drive traffic to the new KUBTEC website to learn more about brand, technology, and sign-up for a virtual demonstration.
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