Ortho:
Bringing Life to a 75-Year-Old Start-Up
Ortho Clinical Diagnostics brand value video
CHALLENGE: Ortho, a pioneer in in vitro diagnostics, had journeyed from Kodak to J&J ownership. The question: Who would Ortho become next?
SOLUTION: After research and interim positioning (“Reimagining What’s Possible”) earned multiple global awards, we defined a new brand promise: “Because Every Test Is A Life.”
This human-centric message connected lab work to real-world positive patient outcomes.
EXTERNAL BRAND ACTIVATION:
• Revamped web experience with user-centric design
• Targeted social media and visual storytelling
• Editorial standards and messaging playbook
• Mobile lab demos and streamlined global RFP process
• Improved issues comms, reducing call center load
• C-suite presentations and investor messaging
• Product automation positioning
INTERNAL BRAND AMPLIFICATION:
• Global brand standards and creative asset library
• LMS brand training and live WebEx sessions
• Intranet resources, “how-to” videos, and newsletters
• Brand ambassador programs and team workshops
RESULTS: Steady NPS growth and global recognition for innovation, customer service, and brand excellence. Ortho went IPO and outperformed competitors with first-to-market COVID-19 tests.
Download my portfolio and videos PDFs to check out my Ortho samples.
Saga Education | Anthony & Sylvan | Ortho | ETS | Videos | Logos
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