ESS – The Practice
Ethicon Endo-Surgery, a member of the Johnson & Johnson family of companies, develops and markets a broad portfolio of advanced surgical instruments used in open, minimally invasive and natural orifice surgery.
Formed in 1992, Ethicon Endo-Surgery is a global leader in core markets of open surgical stapling devices, laparoscopic surgical instruments and the use of advanced energy technology.
The company focuses on procedure-enabling devices for the interventional diagnosis and treatment of conditions in general and bariatric surgery, as well as gastrointestinal health, plastic surgery, orthopedics, gynaecology and surgical oncology.
The diagnosis
Whilst promoting the core values of quality, innovation, value, education and evidence, our 3 tier multi-brief was to design an ‘About Us’ brochure which would translate into both print and digital format along with a handy quick reference guide which could be utilised by their sales force as a prompting aid.
Together these would form a collection of sales collateral aimed at customers and stakeholders of EES.
The preparation
With no guidelines in existence, a fresh approach was taken when creating the brochure for EES.
Our diagnosis was not to take the reader up a visual dark alley, which in itself would be something of an eye-watering challenge given the purpose of the end product. Instead we opted for a metaphoric lifestyle imagery route. Scanning the royalty free libraries we endeavored to find images that evoked the feeling of comfort, confidence, sensitivity and trust bolstering the companies core values.
We prescribed an A4 landscape format on an ultra ice-white stock with clean and crisp typography which would echo the clinical nature of the sector.
Our treatment
The digital solution for the brochure came in the form of a fully update-able and more importantly emailable, interactive Power-point Presentation.
With the design of the brochure in place, our cure for the sales aid requirement was to simplify the information in the brochure and present it in short, sharp, bullet points. This pocket sized piece was wiro-bound to form a set of easy read, easy access ‘Cue Cards’, prompting aids for the EES sales execs.
Translated into three different languages these pieces were set for global distribution.
The eight page sales brochure, a crisp, clean look in keeping with the medical background of the company.
