Realigning marketing target based on jobs-to-be-done, true pains & gains
Marketing Innovation | Omron
| Client
Omron
| Project Length
4 Months
Situation
Evolv was the 1st blood pressure monitor that aimed at conquering the home-health market, based on a device that connected convenience and aesthetic design, positioning positive health monitoring instead of sickness management.
Challenge
To launch this new product, a fitting launch strategy had to be developed. A marketing strategy that didn’t cater to the traditional medical channels, were fresh and spoke directly to the users of EVOLV.
Solution
Through using influencers, using new digital sales channels such as Amazon & bol.com, and affiliating EVOLV with blogs for health & lifestyle instead of the pharmacies and specialized shops provided the emotion of being in control of one’s health, living a full life. Moreover, a pivot during the project powered by user insight made the biggest impact on this launch.
Impact
The designed marketing launch doubled sales of the device, bringing attention not only to the device but to the system integrated to it - a monitoring application with your medical history.
How it all started
A radical innovation asks for a novel marketing strategy. The OMRON Evolv was the first intelligent blood pressure meter, first on its category to empower users on taking an active role in self-monitoring. To communicate the benefits to its customers, our team was challenged to create a corresponding narrative.
Uncover
The first of its kind. Creating a launch campaign up to par with product innovation.
Through creative positioning, our team started the launch strategy development by reaching out to channels that translated independence, empowerment, and living a full life. We resulted in a digital-first campaign with online shopping, video advertising on YouTube and affiliated health influencers as ambassadors.
Tools used: Partner Canvas, Go-to-market canvas.
Research
Uncovering unique benefits through product development interviewing.
When talking to Evolv owners on our interview process, the team discovered a striking insight: having the device was good, but the benefit that the system provided with the app was much better. Bringing your medical history to the doctor with your phone made this great solution unique to the current market.
Tools used: Product development interviewing
Launch
Realignment of marketing based on true pains & needs
Powered by insight, our team reinforced the digital aspects of the solution, embodying the self-monitoring, positive positioning through the new marketing pieces.
Tools used: Buyer Journey Mapping, AARRR Canvas
Result
200% increase on sales with the new marketing positioning.
Project Team
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| CEO & Founder ktc
| Marketing Strategist & Growth Hacker