Say goodbye to complicated.
The situation
Peripheral atherectomies are complicated procedures, and doctors never really know what they’re going to encounter when they go in. To prepare for any eventuality, they’re forced to keep a suite of devices on hand, ramping up cost, complexity, and stress levels. Our client, AngioDynamics, had developed a game-changing device—a single tool with the features to handle whatever complexities arise in-vessel. The space is saturated with devices all fit for different purposes, but one thing unites them: They all look, feel, and advertise themselves like power tools. We quickly realized that because we were a single tool that could handle anything, we beat them on technology. If we stood out and made a clear, compelling case, we’d win the market.
The insight
The peripheral atherectomy space is crowded, led by major players like Philips. All the devices offer different strengths and weaknesses, forcing physicians to keep several in their office for different situations. They all market themselves the same way—as tech-focused power tools. The audience is niche, with a target list of fewer than 12,000 surgeons. We knew that to break through, we’d have to do something different. Instead of following the tech theme, we ran toward something more abstract and visually driven. The strength of the Auryon System is simple: Whatever you encounter in a vessel, this is the single tool that can handle it all. Connecting this simple message to striking visuals, we simultaneously broke through the noise and elevated ourselves above the competition.
The solution
As the old saying goes: When others zig, zag. Rather than follow the crowd with our name and campaign, we broke the mold. Instead of a mash-up of tech words and glamour shots of the device, we developed a brand and campaign that focused on a promise to doctors: No matter what you encounter, this device is the one tool you need. We partnered with a globally renowned CGI company to deliver the first in a series of hero visuals that led our tactics, immediately paying off the promise of Auryon the second a physician interacts with our campaign. We personified lesions as creatures that hide in the vessel, each focused on a different issue, ranging from stubbornness to complexity. In doing so, we immediately put daylight between ourselves and the competition.
The results
Despite being a niche audience, the results were startling. There were more than 15,700 unique website visitors, with 3000 of them engaging with content we considered KPIs. Most importantly, there have been more than 3400 procedures carried out using Auryon in 3 quarters, with quarter-over-quarter sales doubling.