Life Sciences · Cardiac PET
IONETIX
A repositioning for a product cardiologists had already heard about.
Web and social engagement up thirty percent since the campaign launched, with a message that reached the cardiologists the previous positioning had missed.
IndustryLife SciencesCardiac PET
ServicesBrand and Creative, Digital Infrastructure, Analytics and Intelligence
EngagementCorporate positioning, then the platform and the reporting that runs on it
Websiteionetix.com
The challenge
IONETIX came to us with a brand that needed a refresh and messaging that needed to reach one specific room. Their own read on it was blunt. Cardiologists were unmoved by the positioning already in market.
That is a harder brief than a launch. A launch gets attention because the product is new. A repositioning has to earn a second hearing from an audience that has already decided the first version was meant for somebody else.
Built for a regulated productN-13 Ammonia is a drug, and that governs every template on the site. Safety information holds position with every claim at every breakpoint, full Prescribing Information stays within reach, and the clinical library carries the cases and the questions that come up in a real reading room. All of it structured so medical, legal and regulatory review moves through one pass.
The approach
We rebuilt the argument around new pathways for bringing N-13 Ammonia to cardiologists, gave it a look that reads clean, clinical, and modern, then put it everywhere the audience actually is. Site, social, webinars, conference booth, and the clinical materials a sales conversation depends on.
02Brand and Creative
New corporate positioning built around the pathways that bring N-13 Ammonia into a cardiology practice, aimed squarely at the objection, since awareness was already there. New colors, typography, and imagery hold the same shape on a booth wall, a product page, and a leave-behind, so three encounters read as one brand.
03Digital Infrastructure
A fully responsive platform with a dynamic news and events section, structured so clinical content and meeting coverage are published in house between campaigns.
04Analytics and Intelligence
Website and social performance measured from the day the campaign went live, which is where the thirty percent growth figure came from and how webinar attendance was read.
The impact
Web and social engagement grew thirty percent. The platform opens on the pathway that brings N-13 Ammonia into a cardiology practice, with a clinical case library at its center and a news and events section the team publishes into itself.The argument came first and the identity followed it. Cardiologists were unmoved by positioning already in market, so the work started from the client’s own words and the brand system was drawn to fit what the evidence section had to carry.
What we delivered
- Corporate positioning and messaging
- Brand refresh: color, typography, imagery
- New pathways campaign platform
- Responsive website design and build
- Clinical case library structure
- Regulated content routing: fair balance and Prescribing Information
- Conference program: booth, graphics, and collateral
- Educational webinar series and campaign measurement
NextSOFIE