How to brand a wearable medical device for children in a meaningful way?
For children who do not sense a full bladder, Novioscan’s comfortable wearable bladder monitor can be a very welcome solution. It is small, simple, wireless and with a discrete warning.
Bladder problems are a sensitive topic so a bladder monitor needs to be branded with care. Additionally, start-up Novioscan’s unique expertise in ultrasound wearable devices allows many directions for R&D. They asked the Young for a company and product brand strategy that provides a clear future direction for investors, new customers and R&D.
Brand Strategy: Approach
The Young has worked closely together with Marketing manager Jorien de Jonge towards a new brand perspective. Novioscan has extensive available research which gave a very good jumping board for brand strategy scenarios. An exploration of different scenario’s let to a very distinctive angle for Novioscan’s positioning, a renaming of the product, a clear portfolio structure and design principles for the new look and feel of the brand.
Graphic design: Re-organise
Brand Strategy: Result
The Young developed the new promise of ‘wearable ultrasound care’ to express the Novioscan vision and mission. Novioscan wishes to empower health selfies to take responsibility for their own health with comfort and freedom of movement. Additionally, Novioscan has the unique mission and ability of ‘ultrasound care made easy’. They transformed ultrasound technology to wearable and easy to ease applications in different healthcare directions. The Young developed a clear framework to structure these initiatives.
The bladder monitor received the new name Sens-U and tagline ‘stay dry, play free’ to meaningfully connect to its future users and trigger healthcare professionals to endorse the
Sens-U. Inspired by Nike’s ‘find your greatness’ campaign, the fresh brand style shows a digital savvy, user focused, free feeling across all touchpoints.
Touchpoint Optimization: Approach
After the completion of the Brand Strategy, The Young received another request from Novioscan. This time the customer journey with all touch points were mapped out, pointing out the need for a clear product movie and sales demo set.
Film & Photography: Encrite
Touchpoint Optimization: Result
The Young created a short product movie where the use of the Sens-U and the connection with the mobile phone is introduced and explained.
“The collaboration was very relaxed and co-creative. The Young was able to use all research available and came up with an exiting, fresh strategy.”
– Jorien de Jonge (Marketing manager Novioscan)