Category-Defining Campaign to Drive Awareness of The Total Airway Solution
Project Overview
Verathon assigned ParkerWhite with the development of a campaign strategy aimed at branding and raising awareness for its Total Airway Solution. This comprehensive solution combines single-use video laryngoscopy and bronchoscopy within a single mobile system.
Problem
The company aimed to transition from being known primarily for its pioneering product, GlideScope Video Laryngoscopy, to establishing itself as the master brand, Verathon, while promoting its Total Airway Solution. To date, customers within the ICU, OR, and ED do not understand the enormous value that the Total Airway Solution encompasses with its multiple modalities of difficult airway achievement at a moment’s notice.
Solution
We set out to create a strong category-defining brand positioning on both a rational and emotional level. With clinicians unaware of the enormous benefits of having two systems in one, we developed the "Now You Can" campaign to highlight the immense benefits of combining two systems in one, putting clinicians at the forefront of what is now achievable. The campaign includes a landing page, video storytelling, real-world whitepapers, social media content, and digital ad templates for the internal team to execute.
What we did:
Landing Page
Email Marketing
White Paper
Print Ad
Digital Ads
Social Media
Let's start a conversation
We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.
