BlueLavage®

(The Challenge) BlueLavage® is a sustainable pulse lavage system for knee and hip surgery. As a first of its kind, it's a genuinely innovative medical product in a conservative, highly technical industry. My job therefore, was to build a brand and marketing presence from scratch that could communicate complex USPs clearly and win trust in a clinical environment. (The Story) Quickly after my first day I realised that this product and industry is unlike anything I knew before or learned at Uni. A lavage system for a doctor is the same as a cotton swab for us - something you use everyday but the brand is irrelevant. Selling to hospitals also means convincing two audiences who rarely agree: the person holding the budget and the person holding the scalpel. I had zero reference points for this world. Which, as it turned out, was not entirely a bad thing. Nevertheless, working closely with the in-house marketing lead, we started with the foundation and developed a full Brand Guide establishing the visual and tonal identity of BlueLavage®: colors, typography, tone of voice and usage rules. From there, I co-designed the website and built a LinkedIn campaign series communicating each USP individually: sustainability, regional production, cost efficiency and supply reliability. The strategic centrepiece is an interactive savings calculator that I built, which lets potential hospital clients calculate exactly how much CO₂, disposal costs and electronic waste they would save by switching to the BlueLavage®. Rather than telling clients why to switch, the calculator lets them convince themselves. (The Result) A complete brand ecosystem: Brand Guide, website, LinkedIn presence and a conversion-focused marketing tool. The calculator is currently being rolled out as the primary lead generation instrument for new hospital clients.