Cordis Neurovascular, Inc. a division of Johnson & Johnson, is a market leader in the production of design, engineering and manufacturing of medical devices and pharmaceuticals used in the treatment of intracranial aneurysms and peripheral neurovascular disease. The Neurovascular division of Cordis was founded in 1993.

 

The family of products produced by Cordis Neurovascular (CNV), represent some of the most cutting-edge technology in the medical device market. These devices can be divided into five main categories: catheters, microcatheters; guidewires; guiding catheters; embolic coils and stents; and pharmacological compounds.

 

In 2002, Cordis’ Director of US product marketing engaged Vortex Communications to evaluate existing printed sales materials and develop a design proposal to help strengthen the presentation of the Cordis Neurovascular brand. A secondary goal was to achieve a top of mind awareness with physicians who were most likely to specify or use Cordis products.

 

Before:

 

 

 

Preliminary observations:

 

Design and Content: Much of CNV’s early marketing materials relied heavily upon lengthy text descriptions and simplistic product photography to convey product features and benefit concepts. Later, the text descriptions were supplanted by technical data presented in chart form, and elaborate illustrations that relied heavily on analogy and metaphor to convey product benefits. In addition, there seemed to be no clear and consistent use of color or design approach. One brochure bore very little resemblance to another in the same product family. This inconsistency allowed CNV print materials to be easily confused with competitors’ product brochures. There were significant missed opportunities to reinforce the brand with strategic graphic thinking.

 

Field Sales Input - As often happens in the development of sales literature, the sales force was left out. The sales representatives had valuable input about their interactions with the doctors, which wasn’t being taken into account when the materials were designed.

 

In the actual selling environment, the sales representative has no more than a few minutes to relate highly technical information to the doctors. It was apparent that the key benefits and messages were being buried or lost in what amounted to too much information for the doctor to absorb quickly in the print materials. The print materials weren’t aiding in building a sale, they were hindering the process.

After:

 

Proposal and solution:

 

1. Unify and strengthen the brand presentation through graphic themes, colors and rules for usage
2. Ensure that product illustration and/or photography highlighted key features
3. Distill text messaging to key benefit statements, simplified manufacturing descriptions and ordering information.

 

Develop a set of design standards that could be applied to print collateral and presentation materials across the entire line of products. Our efforts involved working closely with the product managers to distill key ideas into simple text phrases and clear graphics.

 

Vortex developed the CNV “grid pattern,” intended to suggest both the undulating 3D environment in which their products must perform, and the advanced technology used to develop them. To complement the grid, a palette of unique colors was selected to represent each product category. 

 

Vortex worked to develop more precise product illustrations highlighting key features. While these illustrations may vary stylistically, the overall conceptual approach to the presentation remains the same.

 

Graph and chart data, were presented in a consistent, and fresh style, utilizing the color palette to further reinforce the product category.

 

The results are clear. The overall impression of the product line is strong, clear, and stands apart from the competitors.

 

Vortex can make an difference for your brand. Call us to arrange an evaluation today at 305-667-6662.