Cardinal Health Smart Compression™

Portfolio Messaging & Positioning Strategy

Cardinal Health is a global healthcare services and products company providing customized solutions for customers across the healthcare continuum. To help enhance awareness for their portfolio of Intermittent Pneumatic Compression (IPC) devices, Origo was engaged to elevate the company’s existing Smart Compression™ brand strategy by developing a new messaging and positioning campaign. The goal was to revamp the portfolio’s brand story to help promote its wide array of medical devices, creating an approach that could be applied to a suite of marketing and sales tactics that would engage healthcare professionals in a way that spoke to their needs and challenges.

Services Provided
  • Branding
  • Marketing Research & Strategy
  • Branded Campaign Strategy
  • Brand Guidelines
  • Brand Strategy & Concepts
  • Messaging Strategy & Guidelines
  • Positioning Strategy

The Challenge

As the Global Marketing Team looked to expand the compression portfolio of Cardinal Health, there were challenges with the need to unite all IPC devices under one cohesive brand narrative, while maintaining distinct value propositions for individual products when tailoring communications to different healthcare audiences, such as nurses, physicians, administrators, and patients.

Research & Concept Development

Through extensive qualitative research across internal sales and marketing leaders, as well as insights from external healthcare professionals, Origo created new conceptual directions that would generate opportunities to scale the core Smart Compression™ message across the entire IPC suite. After testing our creative directions through interviews and surveys, Origo advanced the Master Concept of “Smart Compression: The higher standard of care” as the main campaign strategy, helping to align product value propositions with targeted stakeholder needs.

Messaging Guidelines & Strategy

Once solidifying the new brand story, Origo developed new Messaging Guidelines and Framework, helping to further differentiate its solutions from market competitors and strengthen the awareness of our product portfolio among healthcare providers. In this stage, we helped to:

  • Define the overarching Value Proposition, Strategic Pillars, Brand Map, Character Traits, and Strategic Manifesto for the collective compression portfolio.
  • Develop targeted Audience Positioning Statements and talking points for five key persona groups: Internal Sales Reps, Nurse Audiences, Physicians, Health Adminstrators, and Patients.
  • Formulate Product Positioning Statements for the three key product lines: T.E.D.™ Anti-Embolism Stockings, A-V Impulse™ Foot Compression System, and Kendall SCD™ 700 Compression System.

Marketing & Outreach Deliverables

To support the internal launch and equip sales representatives for customer engagement, Origo developed a suite of core marketing tools:

  • Compression Portfolio Sales Aid: Designed an 8-page sales aid available in print and digital PDF formats to educate target audiences on the Smart Compression™ umbrella of products.
  • Device Materials: Built customizable fliers tailored to individual product lines to support ongoing regional marketing initiatives when wanting to promote a specific device in the portfolio.
  • Sales Presentation: Created a slide presentation to be used on tablets, as well as in-person and virtual meetings. This also functioned as an internal education tool for sales onboarding.

The Results

The new messaging and positioning campaign successfully unified Cardinal Health’s compression portfolio under their newly revamped and elevated Smart Compression™ brand story. By delivering tailored audience communication points, refined product messaging, and field-ready sales assets, the initiative provided the sales force with tools to further differentiate and position Cardinal Health’s IPC offerings and drive engagement to the portfolio among healthcare institutions all over the world.

Ready to take your campaign to the next level?

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