Role
Agency Creative Lead at DiD
Timeframe
2017 – 2020
Discipline
Launch campaign · Surgical robotics
The Challenge
Robotic-assisted bronchoscopy was new to most of the people who would have to buy it. Monarch also had one advantage no competitor could match: it holds continuous visualization of the nodule, including during the biopsy itself. The launch had to make that difference land with pulmonologists and hospital decision makers without collapsing into a spec sheet.
The Approach
The campaign was built on the one claim only Monarch could make. Never lose sight worked literally, as a product capability, and figuratively, as a promise about the patient at the end of the procedure. Every surface carried that single idea, from print to the trade show floor to the truck wrap.
Making the new feel inevitable
The campaign balanced the awe of new robotics with the calm authority clinicians expect — precision as a feeling, not just a claim.
Integrated campaign — scroll to explore
PRODUCT VIDEO
A platform-defining launch
The visual system extended from campaign into product and sales, giving the platform one confident voice across every audience. Auris Health was later acquired by Johnson & Johnson for $3.4B.
Results
- 01Campaign ran for years across launch and growth
- 02Integrated launch system across campaign, print, out-of-home, trade show, and sales collateral
- 03One visual language carried from the OR to the trade show floor
Next project
Virtual Incision — MIRA