Covidien

Covidien, a global healthcare products manufacturer, brought JB Design on board to launch its iDrive Ultra powered stapling system for use by surgeons and operating rooms staff while performing surgery. After extensive research into this product niche within the healthcare vertical, we created all supportive educational materials for multiple audiences as part of an ambitious marketing campaign.

Client: Covidien
Industry: Medical Equipment
Employees: 39,000
Locations: Worldwide
Communications Impact: Messaging Platform, Product Launch planning and communications, Increased Market Campaign

The iDrive product is a groundbreaking, battery-operated, reusable endoscopic stapler. The brochures and other marketing collateral we were tasked with creating needed to support Covidien and this product in several business areas across three primary roles within a hospital setting – surgeons, nurses, and purchasing managers. Communicating the iDrive’s surgical features while making it attractive to purchasers required audience-specific brochures, which we designed using tailored photos and language for each targeted role.
The iDrive product is a groundbreaking, battery-operated, reusable endoscopic stapler. The brochures and other marketing collateral we were tasked with creating needed to support Covidien and this product in several business areas across three primary roles within a hospital setting – surgeons, nurses, and purchasing managers. Communicating the iDrive’s surgical features while making it attractive to purchasers required audience-specific brochures, which we designed using tailored photos and language for each targeted role.
The iDrive product is a groundbreaking, battery-operated, reusable endoscopic stapler. The brochures and other marketing collateral we were tasked with creating needed to support Covidien and this product in several business areas across three primary roles within a hospital setting – surgeons, nurses, and purchasing managers. Communicating the iDrive’s surgical features while making it attractive to purchasers required audience-specific brochures, which we designed using tailored photos and language for each targeted role.
We took a multimedia approach to telling the iDrive’s story throughout the marketing collateral, which encompassed not only the brochures, but designed and branded pocketed folders for swapping out the appropriate information. A clever and convenient audio card was instrumental in telling busy hospital teams about Covidien’s innovative product, which promises faster recovery time for patients in addition to the benefits provided to users – surgeons and OR staff. Presenting the iDrive as a win/win for staff, doctors, and patients alike was our primary goal, one that we met and exceeded due to our experience in branding strategy.
Yet another aspect of the marketing campaign included a Sales Incentive mailer that included a device sample – the cash incentive approach worked well (as cash tends to do!). In comparing the competitor landscape, we saw an opportunity to get the device sample into the hands of medical professionals as well as creating positive brand awareness. A memorable cash incentive sets Covidien and the iDrive above the rest, and our unique messaging strategy and consistent Covidien branding, alongside the audio card and attractive collateral, sets this campaign apart. Surgeons, nurses, and purchasing managers can not only read about the product, but also listen to the iDrive’s story and touch/examine the device via the physical sample.
Yet another aspect of the marketing campaign included a Sales Incentive mailer that included a device sample – the cash incentive approach worked well (as cash tends to do!). In comparing the competitor landscape, we saw an opportunity to get the device sample into the hands of medical professionals as well as creating positive brand awareness. A memorable cash incentive sets Covidien and the iDrive above the rest, and our unique messaging strategy and consistent Covidien branding, alongside the audio card and attractive collateral, sets this campaign apart. Surgeons, nurses, and purchasing managers can not only read about the product, but also listen to the iDrive’s story and touch/examine the device via the physical sample.
Covidien had an additional project for JB Design in its NFL + obesity risk partnership program. We were tasked with creating brochures, marketing collateral, and other promotional items to promote this healthcare initiative.
We paired NFL marketing collateral such as action-oriented player photographs with the vital information and health tips, and the football theme was expanded to include a faux-pigskin covered “Playbook” containing additional information, brochures, and actionable lifestyle tips. Our brand strategy and comprehensive messaging also extended to other fun items for those who want to support the partnership, such as exclusive branded jerseys, footballs, and promotional materials to help create buzz around the obesity risk healthcare program.
This partnership also featured the NFL HOPE Program, which gained valuable exposure at a special New York Stock Exchange event alongside executives from Covidien as it launched this healthcare initiative with The Living Heart Foundation. The program was entitled “HOPE” (Heart, Obesity, Prevention & Education) as it supported healthy lifestyles and a focus on wellness for former NFL players.
We paired NFL marketing collateral such as action-oriented player photographs with the vital information and health tips, and the football theme was expanded to include a faux-pigskin covered “Playbook” containing additional information, brochures, and actionable lifestyle tips. Our brand strategy and comprehensive messaging also extended to other fun items for those who want to support the partnership, such as exclusive branded jerseys, footballs, and promotional materials to help create buzz around the obesity risk healthcare program.
A sense of belonging is created through our “welcome to our team” messaging, as former NFL players, healthcare professionals, and football fans can stand together in promoting awareness and championing healthy lifestyle changes.

What can we do for your medical
business?

Within a cluttered, competition–filled environment exists an opportunity to be better, to be distinctive. Our greatest value is helping brands define and differentiate themselves while simultaneously creating a lasting emotional connection.

For more information about how JB Design can help you, please contact us at 203.750.9698