ABB Verify New Campaign Strategy

ABB Optical Group

ABB Optical Group is a leading provider of optical products, services and business solutions in the eye care industry. Operating under three divisions, the company is focused on the future of eye care professionals (ECPs), ensuring that they succeed by making practices more efficient and helping providers effectively navigate market changes. 

As one of the divisions of ABB Optical Group, ABB Business Solutions, wanted to deploy new tactics and strategies to promote the new offerings from the ABB Verify platform, an innovative insurance verification and patient messaging system. Origo helped to simplified the way that ABB articulated the feature sets of ABB Verify, helping to increase interest and adoption from ECPs and Practice Managers.

Services Provided
  • Branding
  • Marketing
  • Awareness Campaigns
  • Copywriting & Messaging
  • Email Campaigns
  • Explainer Videos
  • Sales Strategy
  • Social Media Strategy
  • Digital
  • Content Strategy
  • Web Strategy
  • Digital Advertising
  • Social Media Strategy
  • Branded Campaign Strategy
  • Collateral & Branded Materials
  • Messaging Strategy & Guidelines
  • Positioning Strategy
  • Advertising
  • Digital Advertising
  • Campaign Strategy & Concepts
  • Print Advertising
  • Social Media Strategy

New Positioning & Messaging Strategy

To further increase awareness about the benefits and value that the ABB Verify platform offers through it’s different feature sets of ABB Verify Validate and Engage by ABB Verify, Origo developed a new marketing campaign that clearly and simply articulated the difference in the systems and compelled ECPs and Practice Managers to schedule a demo with an ABB Sales Rep to learn more.

Launch & Marketing Assets

Utilizing the new value proposition for the ABB Verify platform and the different feature sets, Origo created a suite of assets to help launch and market the platform as a whole, as well as, ABB Verify Validate and Engage by ABB Verify separately.

The launch and marketing assets included: webpage design, social media posts, digital ads, e-blasts, internal communications, sales sheets, customer profiles, and print ads.

Visit ABB Verify

Explainer Video

As a way to enhance the story of ABB Verify and easily demonstrate the value that ABB Verify Validate and Engage by ABB Verify can provide ECPs and eye care practices, Origo developed an animated explainer video in the style of the newly developed ABB Verify campaign. The video was used in social media, email, and web strategies, helping to drive ECPs and Practice Managers to learn more about the ABB Verify platform.

The Results

Through this targeted marketing strategy and creative launch suite, Origo successfully elevated the ABB Verify brand, helping ABB Business Solutions clearly communicate the platform’s value to its target audience. By transforming complex feature sets into clear, compelling messaging and engaging visual assets, the campaign drove increased awareness, higher demo request volume, and accelerated adoption of ABB Verify Validate and Engage by ABB Verify among eye care professionals and practice managers nationwide.

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