Ready to rock your world.
Every industry is waiting for their next disruption. In Urology, practitioners were desperate for a new kind of laser to blast away kidney stones but were stuck with huge, loud, power-hungry, and imprecise lasers. Olympus built SoltiveTM to change the market, packing all the power and more of a traditional laser into a portable, quiet, incredibly precise laser system.
Behavioral key
Using our B2Me research process, we focused on urologists as people and uncovered something interesting – they feel neglected as a discipline – and they’re funny. Humor may be a mandatory trait in their line of business, so we made it a mandatory part of our teaser campaign.
The landing page featured a countdown to launch and revealed a little more of the revolutionary product every day until the launch.
Just a tease: a product launch that will leave competitors in the dust. Literally.
The power to turn a kidney stone to dust is the holy grail urologists have been seeking for decades. But existing technology couldn’t deliver it. Soltive was hope. We launched a teaser campaign that received an explosively positive reaction.
The secret weapon.
With decades of experience launching market-changing products, we knew seeing would lead to believing – so industry trade shows were at the core of our plan. Until a global pandemic hit, that is. Luckily, we had a secret weapon: Immersive Experience.
Doctors love the AR app. The gamification is fun, spices it up. With Covid it was hugely important – it made everything happen faster.
Lasers in the living room.
We built an online augmented reality experience (and an accompanying campaign) to bring SOLTIVE into urologists’ living rooms. The app picks up the light source in the room and creates accurate shadows and textures, making many people forget the laser system isn’t really there.
For the cognitive side of the brain.
As the campaign established a footing in the urology community the communications became more feature oriented. We developed a broad series of executions used in print, social and digital.
This has been huge for Olympus as a brand in the space. It completely changed perceptions, beliefs. Now we’re right up there with Boston Scientific. It gave us cred – we’re no longer a commodity player.
Results
1st
in market share in laser lithotripsy, moving past Boston Scientific from a distant 3rd
95%
10
times the number of units sold over prior years – at a premium price point
The biggest thing was jumping into a ‘stale’ market generating a big buzz before launch and after. People who were set in their ways now wanted Soltive. We are the new standard.
