Launching a new medical technology. It’s not always easy to see skin cancer. But now there is a new diagnostic tool that can support dermatologists to look deeper. The question was how to communicate an entirely new technology to a relatively conservative industry that basically hates advertising.
Our client. Scibase is a Swedish medical technology company that has developed a unique diagnostic support tool for accurate detection of malignant melanoma. Their innovation, which grew out of 20 years of research at the Karolinska Institutet in Stockholm, led to the development of the Nevisense point-of-care device, a tool for dermatologists.
Our assignment. Until now, all skin cancer detection has been with various visual tools. Now, for the first time, Scibase had developed a tool for measuring cellular changes beneath the skin’s surface using electrical impulses. This offered a new way to increase accuracy in detecting the most difficult skin cancer cases and significantly reduce unnecessary excisions. But how do you build a completely new product category and explain its clinical value?
What we did. We started working with Scibase many years before the product was launched in determining key markets, target audience and messaging before, at launch and after. Our strategy was to position the device as a non-visual measurement tool for supporting dermatologists’ own expertise. Since physicians are sensitive to communication that is too commercial, our packaging and story had to be serious, clear, methodical and based on clinical research. The graphic identity we created is very close to their world: Hands-on images of human skin, clinical data, and carefully calibrated arguments. Under the tagline “measure what can’t be seen”, we’ve developed a range of both online and offline tools to support all their sales efforts
And the work continues now when the product is launched with strategies on increasing awareness, ongoing discussions on social media and next steps
