THE BRIEF
The Challenge
Visby Medical faced three core challenges:
- Overcoming existing perceptions: PCR testing was traditionally viewed as slow, complex, and lab-bound. Visby needed to reposition PCR as a rapid, accessible, and user-friendly diagnostic tool.
- Building trust and credibility: As a new player in the market, Visby had to establish its credibility and build trust with healthcare professionals and patients. (Also, thanks to… Theranos!)
- Communicating complex technology: Explaining the science behind the device clearly and concisely to a diverse audience was crucial.
Our Approach
Flipbird led the creative strategy and partnered with Cunningham Collective, the messaging agency led by Andy Cunningham, known for her work with Steve Jobs. Our approach included:
- Clear and compelling brand positioning: Defining and communicating a unique value proposition effectively to target audiences.
- Multi-channel communication: Utilizing a variety of channels to reach and engage different stakeholders.
- Targeted messaging: Tailoring communication to specific audiences and their needs.
- Storytelling: Using strong visuals to connect with audiences on an emotional level.
The Result
- Campaign press coverage garnered more than 400M impressions in the debut week.
- Increased brand awareness: Generated significant media coverage and online visibility, raising awareness of Visby Medical and its technology.
- Enhanced credibility: Established Visby as a trusted leader in rapid diagnostics through scientific publications, clinical data, and expert endorsements through our visually-appealing content suite.