SonoSite
Change How Patients See You.
When tasked with branding SonoSite, hand-carried ultrasound technology the goal wasn’t to sell a device, it 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 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 record-breaking orders for new devices. SonoSite revenue increased 22% from $117.5 million to $143.8 million following the launch of the campaign and was acquired by FUJIFILM the following year.
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