the challenge

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.

the solution

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.


Brand Development
Web Design
Graphic Design
Media Pitching
Media Monitoring
Tradeshow Ideation
Content Creation
Social Media Management

Brand Development:

Crafting the
Human Experience

MACLYN created a distinct brand voice, mark and visual style – unlike anything else in the medical industry. The emotionally charged imagery features unexpected scenes of humanity in the operating room; illustrating that, as IMRIS creates medical technology innovations, humans are always at the forefront of their work.

We implemented the new IMRIS brand across all channels, from social platforms and industry tradeshows to content-curation and targeted email campaigns.

Targeted Digital Advertising:

Driving Awareness & Consideration

Website Development:

Positioning IMRIS as a Global Leader

MACLYN developed a dynamic, content-rich, UX/UI-optimized website that tells the full IMRIS story while immersing audiences in The Human Experience.
Immersive Brand-Launch Experience:

Branding IMRIS’ Company Culture

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.

Strategic Search Optimization:

Owning the
Google Experience

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.

Social Platform Management & Content Curation:

Leading the Medical Industry

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.

Tradeshow Presence:

Rising Above
the Competition

Branded Coffee-Table Book:

Telling the IMRIS Story

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.

Digital Advertising:

Reaching an
Exclusive Community

the results

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