Medical Aesthetics Company Creates Brand Resource Center to Serve Clients
This privately held company is focused on developing and manufacturing advanced regenerative products for the aesthetics markets, and serving the rapidly growing demand of clinicians and patients while shaping the future of their industry.
The Mission
Strong revenue growth fueled by a steady stream of novel and innovative product development, was taxing the small marketing team’s ability to keep up. Integral to obtaining the best patient outcomes, field representatives hold numerous workshops across the country all of which require customized marketing assets.
Furthermore, clinicians frequently customized the marketing materials by using their own clinical photos and male or female treatment bias in the materials they present. Controlling off-brand marketing became unmanageable for the small marketing team as incidences of inconsistent user marketing creations grew in the marketplace, diluting and distorting brand equity.
In addition, regulatory compliance of marketing assets was becoming a real headache magnified by the off-brand marketing creations occurring in the field.
It became clear to the marketing team that they needed to find an efficient way to enforce brand compliance with their limited marketing resources, while supplying their client base and field representatives with the marketing assets they really wanted by allowing customization within brand guidelines.
The Solution
While evaluating various solutions, the need became evident for a one stop resource that could not only optimize the creation of customized materials, but also produce and distribute digital as well as print-on-demand marketing collateral in a JIT manner. Simplifying the process of customizing marketing assets and ensuring easy access to all marketing collateral, while reducing the burden on the marketing team was what they found in O’Neil Direct.
With pre-approved design templates made available on-line, marketing could ensure customizable assets utilized by clinicians and field reps would always remain 100% brand compliant.
KEY POINTS
- Prevents off-brand marketing
- Ensures regulatory compliance
- Facilitates customization while securing brand integrity
- Allows consistent branding across all points of contact
The Result
After launching O’Neil Direct marketing assets available on the portal ensure 100% brand compliance, while allowing customization through a template based program delighting both the marketing team and end users.
These online tools have become the framework for guaranteeing brand consistency and driving growth. Field representatives and clinicians could now find all their desired marketing resources in a single place, allowing them to execute their own marketing efforts at will, while not overstepping compliance or inadvertently misrepresenting the brand message.
Creating customized print-on-demand items became easy, efficient and cost effective linked to O’Neil’s world class printing facility powered by digital, offset and wide-format printing platforms. Customized materials could be produced and easily saved allowing reprints with a few clicks of the mouse.