As this liquid bonding agent expanded into new specialties, physicians didn’t realize how many uses it had. Because surgeons are only interested in how the product works and the clinical results, we didn’t want to inundate them with data and brand messaging.
Demonstrate and educate. We created a cross-device learning compendium. Because of our expertise in capturing media in clinical settings, we were able to use a photographer to capture still photos illustrating the product being used in and number of cases in different surgical specialties. Users select a specialty and type of wound and then access photographs of the product being used in that situation.
The compendium highlights the breadth of its uses and solutions and stimulated clinical conversations that used a solutions-selling model rather than a product-selling model. In addition, we thought ahead and documented the surgical procedures in their entirety, providing training and continuing education reference materials at no extra cost.