Connecting a new sales effort to multiple viewpoints

STERIS, Brochure

The lights are connected to the cameras, the cameras to the boom, the boom to the monitors, the monitors to patient data, the data to the control console, the control console to the table, the table to the patient, the patient to the surgeon, the surgeon to the room, the room to the world, which makes their high definition operating suites connected to everything needed to achieve the best results. When Steris began selling their new integrated operating suite concept, they weren’t so sure they were properly connected to hospital decision makers. Or their sales team to a new sales approach. First up was developing a brand name – HD360° –  to position the product as a complete operating room solution. Then we expanded their sales strategy to include both the administration and surgical teams. The program speaks to the surgical team about performance advantages and to hospital administrators about things like ROI, building strong physician alignment and patient care. The integrated message and graphics were expanded to drive tradeshow and advertising efforts.