Vitrolife
Log&Guard

Communication designed to sell

Assignment

Log & Guard is an advanced system for monitoring critical factors in IVF labs, such as carbon dioxide levels in incubators, temperatures in freezer tanks and humidity in the laboratory. 

Our task was to create comprehensive communications towards IVF labs worldwide, to boost sales and position Log & Guard against competing systems. It was essential to raise awareness of the need for this system and the value it creates. 

Solution

We started by reviewing existing material, interviewing product experts and analyzing competing systems. Based on our findings, we determined a positioning approach and identified key messages that would create impact. We developed a campaign based on the theme of boosting efficiency and securing long-term success, which was rolled out in a variety of channels. Deliverables included printed sales material, sales presentations and online. 

Our approach
1. Analysis of the product and target groups
2. Analysis of competing systems
3. Key messaging insights
4. Messaging strategy and hierarchy
5. Development of key messages and visuals 
6. Content creation, copywriting and art direction 

Outcome

While the aims for the campaign were mainly long-term, there was an immediate boost for Vitrolife’s internal communications and engagement; staff quickly developed a deeper understanding of the solution’s value. The sales team was immediately enthusiastic about the possibilities of the campaign, and the business area manager even commented that it was the best sales material he had seen.