case study : MICROFILT
INTRO AND TYPE OF INDUSTRY:
Established 40 years old Multinational Brand in Medical & Healthcare vertical. They manufacture various type of laminar air flow cabinets, bio-safety cabinets and design and commission modular operation theatres. The main clientele encompass all types of hospitals and various type of biological laboratories. MicroFilt has over 4000 customers spanning from government, public and private sectors.
1. MicroFilt was facing a steep competition from small players, piracy was another issue
2. Rising competition from Asian manufacturers
3. They facing longer sales cycle resulting into longer sales time
Although MicroFilt was 40 years old company, they were not able to attract newer client base. Since acquiring new clients was time-consuming naturally, their attention was diverted to either catering to referred leads from existing clients or repeat business.
Their marketing collaterals were missing the vibe of a new technological trend which they were implementing with recent clients.
They were not taking full advantage of the 40 years legacy and big client names they had.
The doctors who wanted to buy newer technology for their hospitals or who wanted to upgrade their facilities were not able to understand the technological value proposition which MicroFilt was offering.
Active marketing policies were missing at MicroFilt. There was no consistent professional on-ground and online marketing plan.
Harshad with the MD of MicroFilt
MICROFILT'S CASE STUDIES
Harshad planned an extensive exercise to physically visit some of the key MicroFilt's clients, and document their case studies.
Comprehensive, commercial photo and video shoots were conducted at their client's locations such as hospitals, various labs, and manufacturing facilities. The textual, pictorial, and video content was then compiled into powerful case studies which became the main tool for marketing and sales.
With MicroFilt's wide range of solutions and products, clients often felt confused. Harshad helped them to simplify the classification to give a better understanding of the products and solutions.
Harshad found MicroFilt's brand identity was not consistent. It was failing to reciprocate with the current pharma and medical trends. The old brand identity looked cluttered, did not convey strong brand value, and did not carry 40 years old legacy. Moreover, it was not showcased properly on the machines or at client end implementation. It was missing the cross-platform consistency on various communication documents, technical manuals, marketing collaterals, and their website.
Harshad took over the responsibility to transform the brand identity and cross-platform implementation. With 2 months of extensive sketching, he came up with the new design for the logo, which looked far more in trend with the pharma and medical field. The new simple form is bold is designed keeping in mind its adoption across digital, print, fabricated materials such as metal or plastic without losing consistency. Brand standards were made with the use of colors, forms, and placements.
LOGO PRODUCTION & APPLICATIONS
Harshad was an integral member to initiate aesthetics of their products. The new logo was produced in physical form and placed on the machine along with changed colour theme. Going further Harshad also changed the UI of the touch controls of their machine.
Recently, MicroFilt had introduced many new products but they were nowhere seen on any marketing collaterals. They also had upgraded the old line of products with better aesthetical value and features which were missing from the marketing portfolio. Harshad being a commercial photographer carried out extensive photography of the machines and benchmarked the standards for future reference.
OLD PRODUCT PHOTOGRAPHY
NEW PRODUCT PHOTOGRAPHY
A huge task of integrating the technical information was taken up. All the technical information and features were streamlined. Product photography, photography of various solutions implemented at the client's locations, client testimonials were amalgamated into two separate catalogs, one for the standard products and the other for customized projects. Harshad made use of advanced techniques of using QR codes on the cases study pages to link the audience directly to the respective videos on the new MicroFilt's website.
Easy to understand technology diagrams were made to make it simple for the doctors or non-technical decisions makers to understand very easily. This reduced sales cycle time as the decisions were made faster.
Finally, a responsive website was created which was a better reflection of the catalog as it also hosts videos of few clients.