By aligning sales tools, refining brand messaging, and implementing customer feedback systems, we crafted a sales communication strategy that strengthened Ortho Clinical Diagnostics’ market presence and engagement.
In collaboration with Pomegranate Media in London, we transformed Ortho’s sales journey to support a seamless, data-driven approach, empowering their teams to foster deeper customer relationships across the US market.
From Insights to Innovation:
Understanding Ortho’s Sales Journey
Ortho Clinical Diagnostics, a global leader in diagnostic solutions, approached us with the need to improve their sales communication strategy in the US market.
To fully immerse ourselves in their business and challenges, we initiated in-depth research that involved interviews with key stakeholders from the sales and marketing teams. We reviewed existing processes and sales tools, such as Salesforce and 4Edge, and mapped out the entire sales journey.
This comprehensive approach allowed us to gain a clear understanding of the internal perceptions and external customer interactions, providing us with valuable insights into the brand’s communication gaps and inefficiencies.
Aligning Vision and Value
Defining Ortho’s Strategic Direction
From our research, we identified several critical challenges that were hindering Ortho’s sales efficiency.
Firstly, there was no structured mechanism for gathering and integrating customer feedback, limiting the company’s ability to respond effectively to market needs.
Secondly, their brand messaging was fragmented, creating inconsistencies across multiple touchpoints.
Additionally, the sales tools were underutilised due to insufficient training and integration, preventing the sales team from maximising their potential.
Lastly, there was a lack of focus on post-sale engagement, which led to missed opportunities for strengthening customer relationships.
With these insights, we worked with Ortho to define clear objectives: streamline sales processes, unify brand messaging, enhance tool utilisation, and implement a customer retention strategy.
Crafting a Unified Experience
Sales Tools, Brand Consistency, and Customer Engagement
With the challenges clearly defined, we developed human-centred solutions that merged strategic thinking with creative execution.
A key element of our strategy was the introduction of a feedback system, which would allow Ortho to continuously collect and analyse customer insights.
This would form the foundation for more responsive marketing efforts. We also designed a cohesive brand messaging guide to ensure that all internal teams and external communications were aligned with Ortho’s values and vision.
To enhance sales efficiency, we developed a comprehensive training and integration plan for Salesforce and 4Edge, ensuring that the sales team could use these tools to their full potential.
Finally, we designed a post-sale engagement strategy that would foster stronger, long-term relationships with customers.
Empowering Ortho in the Market
Implementing a Seamless Sales Strategy
We executed the solutions with precision, ensuring that each phase was delivered on time and to the highest standards.
Our work included providing Ortho with clear, actionable recommendations for improving their sales and marketing alignment, integrating their feedback mechanism, and standardising their brand communication across all platforms.
Additionally, we enhanced their use of Salesforce and 4Edge, helping the sales team streamline their workflow and improve data collection.
We also rolled out the new post-sale retention strategy, designed to increase customer loyalty and engagement after the initial sale.
A key part of our deliverables included brand realignment and creative assets for major sales conferences and the design of Ortho’s Mobile Experience Center, which showcased their cutting-edge technology to laboratories across Europe.
Innovation on the Road
The Ortho Demo Truck brings cutting-edge diagnostic solutions directly to laboratories, bridging the gap between innovation and everyday practice.
A Seamless Showcase Experience
Inside the Demo Truck, visitors are immersed in a modern, cohesive environment that highlights Ortho’s commitment to supportive relationships and advanced technology.
Driving Diagnostics Forward
Designed to travel, the Ortho Demo Truck delivers a hands-on experience, allowing laboratories to explore state-of-the-art diagnostic tools without disrupting their critical work.
Flexibility in Focus: Ortho’s Modular Stand Design
Our innovative modular stand design for Ortho Clinical Diagnostics combines adaptability, functionality, and cohesive branding. Designed to accommodate diverse layouts and footprints, from intimate 5m² spaces to expansive 30m² exhibitions, the system ensures a seamless brand experience at any scale. Balancing clean, functional structures with dynamic graphic elements, the design embodies Ortho’s commitment to precision and innovation, creating an engaging and impactful presence across global exhibitions.
Empowering Connections: Ortho’s EMEA Sales Conference
Our innovative modular stand design for Ortho Clinical Diagnostics combines adaptability, functionality, and cohesive branding. Designed to accommodate diverse layouts and footprints, from intimate 5m² spaces to expansive 30m² exhibitions, the system ensures a seamless brand experience at any scale. Balancing clean, functional structures with dynamic graphic elements, the design embodies Ortho’s commitment to precision and innovation, creating an engaging and impactful presence across global exhibitions.
Brand movie and Imagery
The Ortho brand movie brings the company’s vision to life through a poetic interplay of movement and symbolism. Featuring two dancers with striking red and orange ribbons, the film reflects Ortho’s dual focus on its main product lines—Transfusion Medicine and Clinical Laboratory Diagnostics. The elegant choreography and reflective surfaces amplify the message of precision, balance, and innovation.
Each ribbon, mirroring the core values of their respective product lines, intertwines with the other, showcasing Ortho’s unified commitment to improving lives through diagnostic excellence.
This visual narrative seamlessly integrates with Ortho’s broader brand strategy, serving as both an emotional and professional cornerstone of their communication efforts.
Beyond Optimisation
Supporting Ortho’s Growth with Continued Innovation
Following the project’s completion, Ortho saw significant improvements in several areas. Sales engagement increased as the sales team benefitted from more aligned communication strategies and better-utilised tools.
The newly introduced feedback system provided actionable insights, allowing Ortho to refine their marketing and sales efforts continually.
Brand messaging was consistent across all touchpoints, strengthening their market presence. By focusing on post-sale engagement, Ortho was able to foster stronger relationships with existing customers, leading to improved customer retention.
Reflecting on the success of the project, Ortho was better positioned for long-term growth in the competitive diagnostics industry, and our collaboration has provided them with a roadmap for ongoing optimisation and future success.
Bringing Innovation to Life Through Engaging Visual Storytelling
As part of our collaboration with Ortho Clinical Diagnostics, we developed a suite of high-impact marketing videos designed to enhance their web presence and conference engagement. These videos aimed to clearly communicate Ortho’s advanced solutions and reinforce their brand consistency across platforms. Working with a dedicated team of graphic designers, video makers, and copywriters, we ensured that every visual element aligned with their messaging objectives.
Lab Automation Animation
Highlighted the flexibility and scalability of Ortho’s lab automation systems, using dynamic visuals to illustrate how their modular approach adapts to evolving laboratory needs.
Immunoassay Animation
Showcased the advanced capabilities of Ortho’s immunoassay solutions, focusing on the precision and reliability that set their technology apart.
