At the time of this launch, Cord Blood Banking was a relatively new and novel idea for most parents and any dialogue about it usually occurred in the physician’s office.
Educating consumers about the concept could have easily lapsed into heavy-handed scare tactics. The client was quick to agree this was not a good approach. An educational platform that expressed the brand benefits in measured tones was the right approach for this potentially sensitive subject.
This brand launch put consumer education as its core mission. By encouraging customer and physician dialogue with honest, straightforward content, we helped lay the foundations for a great new brand.
New and complex product ideas sometimes require a soft launch to educate the market before broad media driven tactics can be efficiently leveraged. This is certainly the case with many healthcare related brands.