PUSHING WHAT’S POSSIBLE WITH SIEMENS HEALTHCARE
Siemens’ new ADVIA range is the very latest in blood analysis technology, aiding doctors in diagnosis and treatment. Siemens asked fst to help them to promote the range, with less of a focus on the technical capabilities of the hardware and more of a focus on the benefits that they offer to users.
In this case, the end users of the product are doctors and medical professionals, and the new hardware enables them to achieve better results for their patients through increased productivity and faster results.
fst’s approach was to create a campaign that created an emotional connection between consumers and the product. The concept focused on the perception that the current standard of industry equipment is the accepted norm. But Siemens doesn’t settle for ‘normal’, developing technology that pushes the boundaries to make a real difference.
The “Push what’s possible” campaign was so successful that the client adopted the concept as an overarching messaging proposition for the Siemens Diagnostic Group, leading to additional deliverables such as online banners, trade stands, press releases and further videos.
YOU HAVE TO FIND THE REAL, UNDERLYING REASON WHY A CUSTOMER WOULD WANT TO ENGAGE WITH YOUR CAMPAIGN. THE EMOTIVE APPROACH IS THE WAY TO GO.
Kelvyn Moore, Client Partnership Director