• Strategy
• Positioning
• Advertising
• Video/Animation
• Interactive sales tool
• Microsite

Background:
Historically, innovations in colonoscopes tend to be incremental; an additional feature here or there, sometimes an evolution of the product name. PENTAX Medical had developed a revolutionary new colonoscope with 180º of flexion so doctors could find polyps that before remained hidden.

Challenge:
Letting GIs know they were possibly missing polyps without pointing fingers.

Insight:
GIs had a feeling they might not be seeing everything with the equipment they had available.

Our Solution:
We put this insight front-and-center when developing the launch campaign, Polyps Hide, RetroView™ Seeks.

Impact:
A fully integrated print and digital campaign was supported by a dramatic video that communicated the power of RetroView™ and product animation that illustrated what a dramatic departure the technology was from conventional scopes. All elements were made available to reps on mobile devices and select printed pieces.