As anyone who has ever had an ankle injury can tell you, sometimes treating the injury is as bad as sustaining it. Cue the AnkleAid™, the first water submersion device designed specifically to keep your toes out of the frigid ice bath. The makers of AnkleAid are hoping their new product can help alleviate the discomfort that comes with “routine” treatments such as ice-baths and frozen bags of peas, and provide a more relaxing, enjoyable and most importantly, effective device when it comes to healing ankle and foot injuries.
THE PROBLEM:
Often when treating ankle injuries, cold temperatures are pushed towards the extremities, causing pain in the toes.
THE SOLUTION:
A device featuring a calf cutout in the back, a heel within the body and an angled foot ramp in the front that allows users to employ AnkleAid from a comfortable, reclined position. The hard-plastic molding is perfect for both cold and hot therapy, giving the user the ability to decide which treatment is best for them. The lightweight design also allows for easy portability, so users can treat their ankle injuries wherever they are comfortable.
PART 2: RETURN OF THE PROBLEM:
The medical device marketplace is flooded with new products, each claiming to be the next big thing.
THE SOLUTION:
Full-scale brand development intended to speak to the unique benefits of the AnkleAid, while also creating a unique tone and voice to better differentiate the product in the often-dry world of medical devices.
The upside in this challenge was that this truly is a remarkable product with no other peers in the marketplace (unless you count ice buckets and bags of peas). Our first goal was to identify the brand’s look and feel. We developed a logo and color scheme and then went about creating marketing materials such as sales sheets, brochures, business cards, stationery, labels and packaging materials. We even discovered that a few team members had talent as foot models. Go figure.
With marketing materials taken care of, our next big initiative was to develop a website. Our primary audiences were doctors, physicians and physical therapists, all very busy people who need to be able to access important information on tablets and smartphones. Knowing this, we designed Ankleaid.com to be a responsive site. We wanted to ensure that a doctor looking to recommend or research this product would have the best experience possible, and that’s exactly what we’ve done.
Now, to launch AnkleAid, we knew we needed to make a splash and video was the perfect way to do it. Our “Ex-Jock Apology” video was created as a way to break free of the stale marketing inundating the world of medical devices.
[youtube]http://www.youtube.com/watch?v=yKwyatv8gTI[/youtube]
This tone was carried out not just through this video, but through instructional videos appearing on YouTube and on Ankleaid.com.
[youtube]http://http://www.youtube.com/watch?v=Q9a4f6XjyLc[/youtube]
Of course, we’re proud of this work and our collaboration with AnkleAid has been amazing. It’s rare that a client gives you as much control over the branding and marketing of a product, and we looked to take advantage of this every step of the way. We’re confident that once AnkleAid hits the market, it will effectively freeze out the competition.