Originally Published MX September/October 2004
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ADVERTISING, DISTRIBUTION, & SALES
Communicating Core Strengths
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| Hill, Holliday assisted a rebranding effort by Syneture by creating a patient-focused print campaign featuring the tag line "The Thread Between Science and Healing." (click to enlarge) |
Last fall, medical device manufacturer Syneture (Norwalk, CT) introduced a rebranding campaign that covered a lot of ground. The campaign was designed not only to launch a new company brand with new positioning, but also to regain the company's strength as an innovator and trusted partner and establish an emotional connection with target audiences.
Formerly USS/DG, Syneture is a leading manufacturer of innovative wound-closure products and is part of the U.S. Surgical family of companies. The company's award-winning rebranding effort was created by Hill, Holliday (Boston and New York City).
"Syneture isn't just a new name, it's a new philosophy around which the company can rally to communicate its core strengths in the marketplace," says Norman Sherman, executive vice president and director of healthcare at Hill, Holliday. "This entire rebranding effort underpins all of the company's internal and external communications, and conveys how Syneture is breathing new life into one of medicine's oldest practices."
A print campaign featuring the new tag line "The Thread Between Science and Healing" consisted of four ads shot by renowned surgeon-turned-photographer Howard Schatz. Each execution featured a close-up of a human scar, with different words on either end of the scar to suggest a positive outcome. One ad, for example, shows a scar on the nape of a woman's neck, along with the words crisis and closure.
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| Hill, Holliday president and CEO Larry Grob (center) receives a 2004 In-Awe award from ceremony cohosts Martin Babler (left) and Barbara Lehman (right). (click to enlarge) |
In a category in which ads tend to focus on products, Hill, Holliday instead chose to focus on the patient. As a result, the ads stand out from the competition and not only communicate the company's positioning, but build a strong emotional connection with Syneture's key target audience of clinicians and purchasing agents.
Collateral pieces include an oversized brochure designed to communicate the company's philosophy and to hold other printed materials—from selling sheets to press releases—enabling it to have a variety of uses. Affixed to the back flap of the brochure is a video CD, also created by Hill, Holliday, that highlights Syneture's achievements and new philosophy.
A redesign of the Syneture Web site and new trade show materials rounded out the rebranding initiative, which recently won two gold awards in the Medical Marketing Association's 2004 In-Awe competition.
Photo courtesy HILL, HOLLIDAY
Photo courtesy MEDICAL MARKETING ASSOCIATION
Copyright ©2004 MX
