IMRIS was a life-saving surgical revolution with a limited market perception. But their perceived value as “just a tech company” was costing more than just revenue: it was time to remind the world what mattered.
MACLYN created “For the Human Experience,” a campaign that puts humanity at the forefront of medical innovation. It’s elevated IMRIS from a “just a tech company” to a global innovator and industry leader.
We implemented the new IMRIS brand across all channels, from social platforms and industry tradeshows to content-curation and targeted email campaigns.
MACLYN created a brand-launch event for IMRIS’ global network of employees, designed to create brand loyalty within the company culture prior to the public launch. The evening included an immersive brand experience, a CEO address, and even a mind-blowing black box theatre production.
We optimized relevant search-engine results for IMRIS, driving target markets – including neurosurgeons, hospital administrators and key ITDMs (Information Technology Decision-Makers) – to visit the new website, where we collect their information and generate leads.
Strong brands engage their targets by leading conversations. To establish LABS as an industry thought-leader, we crafted engaging, thought-provoking content that showcases the brand’s insider sports knowledge.
To win the attention of tradeshow attendees, we have to stand out from the med-tech milieu. While the competition offers cold, sterile imagery of their products, we immerse attendees in the bold, bright world of the Human Experience.
MACLYN authored The Human Experience, a long-form, beautifully produced coffee-table book that’s making its rounds in the medical community. With stunning imagery of human moments in the IMRIS Surgical Theatre, The Human Experience immerses readers in IMRIS’ culture and core values, while showcasing the company’s evolution.
MACLYN used micro-/geo-targeted digital advertising to connect with neurosurgeons – a community that’s notoriously difficult to reach – as well as other influential decision-makers.
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