• Strategy
• Positioning
• Advertising
• Microsite
• Sales Enablement Tools

Background:
Olympus Medical is well known for their colonoscopes and imaging systems. What they are less known for are their energy based surgical devices. Olympus developed THUNDERBEAT, a device which combines bipolar and ultrasonic energies, used for cutting and sealing surgical procedures in a single process. Though THUNDERBEAT had been in the market for two years, it had only gained a 7% market share. With the two biggest players dividing up the rest of the market, our research showed surgeons were comfortable and had little to no interest or motivationin exploring other options.

Challenge:
To create a bold campaign that would break through the apathy, disrupt the category and unifiy the THUNDEBEAT portfolio. The goal was to build awareness and energize the sales team with new positioning, new look and a new interactive sales tools.

Insight:
With two big players dominating the energy sealing and cutting category for many years- one offered a device that sealed, the other a device that cut- no one was innovating. Surgeons were comfortable and complacent. Olympus THUNDERBEAT offered a novel device that did both, putting the brand in a position to disrupt the category.

Our Solution:
THUNDERBEAT. That’s Energy Unleashed.
One unifying message. A bold new look. And a story that give the sales team a new reason to engage with surgeons and administrators.

Impact:
The campaign exceeded the expectations of the Olympus marketing team. The division president cited the campaign as “exceptional…a case study for how we should be marketing devices.” The feedback we received from the sales team was that the interactive sales tools were “super useful.” And more importantly, “sales of single-use products of the THUNDERBEAT integrated energy device grew, leading to higher revenue year on year in the Therapeutic Solutions Business.”