About This Project

Advertiser: Abbott Diagnostics

Agency: Prove

Abbott Diagnostics has become a leader in the healthcare industry by offering systems and tools to achieve measurably better healthcare performance than its competition with personalized solutions consisting of resourceful advocates, harmonized systems, and intelligent insights.
• Challenge
o Although Abbott was a leader in their industry, they were losing market share from having an aging brand with older products. This lead them to wanting to rebrand their coagulation and hematology systems in their different markets (5 worldwide regions) in order to maintain market leadership while their new products were in development. Beyond this issue, their sales teams did not have the right marketing material and messaging to continue to promote their current systems. Abbott Diagnostics’ new brand image needed to change the perception of their current product line and reinforce their market leadership while the new system was in production.
• Approach
o We unleashed an intense rebranding campaign built upon a detailed picture of the company goals and opportunities, the state of the market, customer persona demands, and their products’ strengths though the following steps:
o International stakeholder interviews
o SWOT analysis
o Personas development and matrix
o Customer journey
o Messaging positioning and pillars
o Creative direction
o Design elements (website, brochures, sales team materials and tools, banners, video elements)
o Training
• Results
• After 5 months, we created and developed a new brand strategy for Abbott Diagnostics that focused on benefits rather than features
• Their sales team received new material and new angles to promote coagulation and hematology systems for their markets
• Over the last 12 months, overall sales increased by 200% and they met their revenue goals on 4 out 5 of their market regions