When ready to launch their first compact, purpose-build system, IDEX Health & Science teamed with V2Works to create a new brand and messaging strategy aimed at the bioprocessing industry. Even though the client was long-established in the market, because they had only dealt in component-level offerings in the past, we needed to make use of their trusted reputation while calling attention to their newly expanded system-level offerings.
To get started, our team partnered closely with the client to take a deep-dive into the product’s offerings, its target audience, positioning, and primary messaging to develop a comprehensive go-to-market product launch campaign. To streamline the process, we helped develop a multi-faceted planning process that allowed us to utilize multiple marketing outlets and coordinate campaign elements along the way.
The complex product launch included the following: