Olympus Medical – SOLTIVE Product Launch
Results:
- 3,334 app downloads in the first 2 weeks
- 95% target market awareness
- 10x number of units sold over previous years
Overview and Objective
When Olympus prepared to launch their latest innovation, a lithotripsy laser for kidney stones, they knew they had something special. However, they were unsure how to effectively tell a story that generated demand. That’s where we came in.
Challenging the classic lithotripsy laser (Holmium YAG laser), this new product (SOLTIVE) is 1/8th the size, produces 1/4th the heat, reduces noise, and operates with a standard wall plug. With these features, it was poised to outshine the competition, but Olympus needed help turning these features into benefits.
We developed a teaser campaign to prime the market, an explainer video to highlight all the ways it shines, and an Augmented Reality (AR) experience that put the device in the Operating Room – despite the challenges of a global pandemic. The result? The biggest product launch to date for the organization.
Key Insights
- Motivated by task completion: Urologists are driven by efficiency and love new gadgets. They often feel like a forgotten specialty.
- Retropulsion challenge: A majority of procedures involve chasing kidney stones around the bladder due to retropulsion. SOLTIVE eliminates this by obliterating stones on contact.
- Operating room limitations: Urologists cannot perform these procedures in all Operating Rooms because the YAG laser requires a special plug. This limitation results in fewer procedures and, consequently, less revenue for the business.
- A sense of humor: Urologists have a good sense of humor and often joke about their profession. They’re not afraid to be a little edgy. In fact, they prefer it.
https://vimeo.com/953562713/3f0dd1ce8e?share=copy%20
Results:
- 3,334 app downloads in the first 2 weeks
- 95% target market awareness
- 10x number of units sold over previous years