Along with a new visual look, we asked Bermuda to renovate our website. What we got into the bargain as well, was deeper development of our brand, which was a pleasant surprise.
Timo Elomaa, Injeq Chief Operating Officer
Injeq is a Tampere-based medical technology startup whose business is led by a revolutionary smart needle. The secret of IQ-Needle is to use tissue identification technology that enables doctors to take spinal fluid samples safer and faster than ever before.
Towards international markets
The main goal is to bring the IQ-Needle to Finland, Scandinavia, and Europe. Injeq was able to gather funds comprehensively from numerous investors, and the first clinical tests of the IQ-Needle were successful with a lot of great feedback. On the other hand, the greatest challenge for Injeq was gaining credibility as a new and relatively small company. This is where we came into the picture, to overcome the problem together with Injeq.
More research to define the target audiences
We kicked off the marketing design project with a background inquiry and our own Ymmärrys (understanding) workshop which helped us to understand more about the product qualities and target audiences. The most important audience for Injeq is pediatricians: as the tissue of newborns and small children is softer and their dimensions are small, lumbar punctures are riskier operations than they are for adults. The two most important patient groups are children with Acute Lymphoblastic Leukemia and children with suspected Neonatal Meningitis.
As pediatricians battle with continuous hurry and pressure to be successful, the most crucial factors in their work are avoiding mistakes and keeping the patients safe. For that reason, marketing communication should answer to these needs specifically.
”From the very beginning, you have been amazing at listening! It feels like we are really a part of your team.”
– Timo Elomaa, Injeq Chief Operating Officer
Crystal clear key messages
We sketched five rough key messages for Injeq, and these messages ended up setting the pace for the company introduction we had created. At the same time our graphic designer team planned a new logo, a graphic guideline, and sales support documents.
Next we wrote a brand story that introduces the values, goals, and the most important customer benefits of Injeq in a simple but effective way. The brand story also defines the tone of voice for marketing communications. This way we defined the five key messages even further, forming three words as a core message. Those words are precision, care, and confidence. They tell a story about Injeq’s guidelines and what the customers receive from their products.
The product is the star
Our cooperation continued by renovating Injeq’s website. We designed a new look and new content for the brand with fresh elements we had created. As the front page is structured in a narrative way, it makes the IQ-Needle the hero of the website and brings out the features and benefits of the product from the viewpoints of doctors, patients and their loved ones, as well as suppliers.
We took very detailed pictures of the groundbreaking smart needle and created an animation to the website to demonstrate exactly how the IQ-Needle works in practice. Now the visitor of the website will find a stylish and easy-to-read summary, on how the technology developed by Injeq makes life easier for both doctors and their patients.
”Thanks to the renovated look of our brand and our website, Injeq’s credibility has risen to an international level. The outcome also supports the sales in an efficient way.”
– Timo Elomaa, Injeq Chief Operating Officer
