SonoSite
Change How Patients See You.
When branding SonoSite, hand-carried ultrasound technology, the goal was to claim the highest possible ground in the industry. Make no mistake, physicians have egos and already think of themselves as a hero in their own mind. But I needed them to play the part in the eyes of the ones they treat.
After researching countless true stories where doctors in their respected specialties used SonoSite ultrasound technology to alter the path of care, the casting was set. “The Rehabilitator,” a spot based on a sports medicine doctor, hit the flatscreen and kicked-off the campaign. Print and digital executions followed that led physicians to specialty sites that resembled movie landing pages to highlight these stories and go behind the scenes.
Since its launch, the campaign received praise from doctors in all fields and many new hero stories have come in — along with a lot of orders for new devices. SonoSite revenue increased 22% from $143.8 million compared to $117.5 million in the previous year and was soon bought by Fujifilm.
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Johnson & Johnson
OneTouch To Manage Your Diabetes.
J&J is always pushing out the latest and greatest in diabetes technology. So we needed a site that kept up. I led teams of CWs, ADs and designers to help develop a new UX that gave users an easy path to follow regardless of what their products were and we crafted a tone and voice that was smart, informative and friendly. We then continued the conversation on FaceBook with engaging posts and a celebrity chef contest that kept followers in-the-know and promoted living and eating healthy.
