ADVERTISING, DISTRIBUTION, & SALES

Estech Inc. (San Ramon, CA) manufactures high-end sets of surgical tools that help surgeons perform complex cardiac procedures. Yet despite the precision and versatility of its tools, the company found that it was being outmarketed by some of the sector's biggest players.

In response, the company decided to do a little image and market building of its own. The company turned to Jocoto Advertising (San Ramon, CA) for help in leveling the playing field. Jocoto determined that the innovation and imagination of the Estech product line was inconsistent with the company's dry, straightforward message and image. So Jocoto focused its efforts on bringing the Estech brand more in line with its real value proposition.

The resulting "You Need Estech" campaign features the unique design and craftsmanship of all Estech products as a key creative element of the campaign. Estech products are highly specialized and targeted to three distinct cardiac specialties—coronary artery bypass graft, valve surgery, and atrial fibrillation—so the campaign allows for highly targeted deliverables for each specialty. Yet all components remain tied to a core theme and a customized visual style.

The breadth of the campaign included advertising, direct mail, detail aids, sales aids, product photography, and Web design. The campaign captured a gold award in the Medical Marketing Association's 2006 In-Awe competition and was selected as one of three contenders for the coveted Best in Show Award.

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