Making Crit-Line Critically Important to Multiple Audiences.
The First Critical Step.
Crit-Line technology from Fresenius Medical Care represents a major innovation in the implementation of dialysis treatments. The technology – available as both a standalone product (Crit-Line) and integrated into the Fresenius 2008T Dialysis Machine (CLiC), allows the technician to monitor changes in Relative Blood Volume in real time during a dialysis session, resulting in better outcomes for their patients. Fresenius engaged Signature Brand Factory to introduce the product to the marketplace. The first task: give the products a strong visual identity.
The Triple Play.
Crit-Line and CLiC had to be marketed to three critical audiences: nephrologists, health care professionals and patients. A unique messaging strategy was developed for each. But, then, Crit-Line and CLiC needed a home, somewhere where the complete story could be told at one all-important venue. What better place to do it than in cyber-space? Signature created Crit-Line Technology’s first home on the web, completely responsive for desktops, laptops, tablets and smartphones.
For Nephrologists.
Nephrologists needed to know the facts. What are the benefits derived from using Crit-Line technology? What are the risks? Can it be easily implemented by health care professionals? Signature put together a series of materials – including brochures, emails, direct mailers and an online repository of medical research papers – to tell the facts underlying the product. And the evidence was compelling, indeed!
For Health Care Professionals.
Health Care Professionals work in a high-stress environment. At a dialysis clinic, they monitor several patients at once and must be sure that each patient is receiving optimal care. Because dialysis is a regularly recurring therapy, health care professionals typically form a close emotional bond with their patients. Yet, mplementing a new procedure such as Crit-Line might add to their stress although in the long term it will lead to better patient outcomes and make their job easier. To address these issues, Signature developed a series of brochures and other collateral pieces for Health Care Professionals addressing these very issues.
For Patients.
Dialysis patients have to cope with both the physical impact of dialysis as well as the emotional strain it puts on their lives. They can become wary of any changes to their set routines. Consequently, Signature was tasked to develop brochures and collateral targeted to patients: explaining in simple terms how the use of Crit-Line technology would result in fewer painful experiences (cramps, nausea, dizziness) within a dialysis session and better long term health effects between dialysis sessions.
The Resistance.
Health Care Professionals can be naturally resistant to new products and procedures. Their jobs are high-stress, their schedules are over-taxed and, as a result, they have little time to squeeze in a training program. This affected the product in two ways: Signature had to not only prepare materials for a training program, itself, but it had to also market and sell the training program, convincing health care professionals before the fact, that the training program would be comprehensive, efficient, make their jobs simpler going forward and result in better outcomes for their patients. We developed brochures, audio-enabled PowerPoint presentations, videos and other collateral to achieve these all important goals.
A Neat Package.
Our intent was to make it as easy as possible for health care professionals to understand, anticipate, learn about and embrace Crit-Line. So we developed all the necessary materials and slid them all ito a nice little package. No bow necessary.
Better Devices. A Better Future
Crit-Line and CLiC have been performing quite well in the marketplace and more and more clinics are embracing the technology. But, Fresenius isn’t stopping there. Over the next several years, more innovations, technologies and devices will be developed which will help improve patient outcomes even more so. We at Signature are happy to be working with Fresenius on these breakthroughs throughout their initial development and into the marketplace.
Better Devices. A Better Future
Crit-Line and CLiC have been performing quite well in the marketplace and more and more clinics are embracing the technology. But, Fresenius isn’t stopping there. Over the next several years, more innovations, technologies and devices will be developed which will help improve patient outcomes even more so. We at Signature are happy to be working with Fresenius on these breakthroughs throughout their initial development and into the marketplace.
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