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Olympus launched the ETD-5, a next-generation scope-cleaning device promising unprecedented hygiene and safety standards.
But the ETD-5 had a higher price point than the competition. In a cost-sensitive market, and with existing customers still using ETD-3 and ETD-4 models, Olympus needed to prove the device’s value.
The medical systems provider turned to Brands2Life to reposition the product around safety and long-term value. Both were crucial to drive upgrades from previous customers and win new buyers.
The ETD-5 isn’t a purchase; it’s an investment in patient safety. A message we communicated through a high-impact 3D animated film. The film placed clinical excellence centre stage, showcasing and simplifying the device’s intricate internal cleaning process with hyper-realistic modelling. This visual precision transformed unseen hygiene details into compelling value for customers, reinforcing Olympus’ gold-standard credentials.
Our campaign reframed cost concerns, making them secondary to long-term performance, regulatory peace of mind and infection prevention. Through the campaign’s “Difference is Clear” messaging, we positioned the ETD-5 as the future-proof choice for hospitals under pressure to raise safety standards and avoid costly breaches in hygiene compliance.
We also armed the sales team to win. Supporting materials included a concept brochure and sales enablement assets to give commercial teams a persuasive toolkit for every setting, from frontline sales to C-suite discussions.
The launch shifted perceptions of the ETD-5 (it’s now the definitive choice for clinicians) and delivered commercial momentum, giving Olympus the clarity and confidence to close the value gap:
By focusing on long-term patient outcomes rather than short-term cost, we didn’t just boost product awareness; we reframed the value of hygiene in modern healthcare for the next Olympus product and beyond.
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