Abbott

With a name in mind but lacking the in-house resources to bring their vision to life, the client turned to Royer for the development of the Test, Target, Treat continuing education portal.

Goal

To establish a strong connection with the audience by developing an educational portal and initiative centered around antibiotic stewardship, while concurrently promoting infectious disease diagnostics through targeted marketing efforts, cross-promotion and product placement.

Deliverables

• Logo + branding
• Website
• Marcom
• Web ad banners
• Tradeshow booth
• Medical writing + articles

Location

London, UK
Boston, MA

Branding & Education

As a large brand aiming to expand its infectious disease products into an even larger market footprint, the demand for innovative marketing solutions becomes imperative. “Test, Target, Treat,” a branded education portal brimming with helpful articles, webinars, videos, and continuing education resources, helped attract the attention of medical and healthcare professionals who were interested in informative content and continuing education.

The concept centered around offering a comprehensive array of CE / CME accredited content, effectively cross-promoting the infectious disease suite of products. While the marketing department in the UK conceived the idea, they quickly realized the complexities of production surpassed their expertise. As fate would have it, a familiar connection led them to reach out to Royer, presenting the opportunity to share their vision and explore a potential partnership.

The culmination was TestTargetTreat.com, an enduring branded content educational portal within the medical realm. Anchoring the campaign was the comprehensive educational website, offering a wealth of content including articles, case studies, videos, and webinars. Royer masterfully brought the name “Test, Target, Treat” to life, crafting a logo and a pervasive look and feel that artfully showcased the content’s depth while maintaining a light and airy appeal.

Royer helped the client adopt editorial production best practices which entailed defining a content calendar, editorial copywriting, meticulous proofing, translations, and QMS review and approvals.

Additionally, the project featured a dynamic newsletter component, as well as a range of collateral marcom promotional materials and event marketing, culminating in a multifaceted and impactful campaign. TestTargetTreat.com stands as a testament to the success of this collaboration, solidifying its place as one of the longest-running branded content educational portals in the medical domain.

Deck and Presentation Magic

One of the hallmarks of Royer’s expertise lies in elevating presentation decks to new heights. With a keen eye for design and a focus on captivating storytelling, Royer transforms ordinary presentations into engaging visual narratives that leave a lasting impact on the audience. Their meticulous attention to detail, creative flair, and ability to convey complex themes via simple, compelling visuals has been a favorite service to many clients, making Royer a go-to partner for board decks, fundraising pitches and impactful sales presentations that stand out from the crowd.

Case in point

Royer has designed hundreds of case studies, surfacing key insights, crafting clear and well-organized presentations of data for a diverse range of clients and industries.

Acquisition or Bust

Furthermore, Royer played a crucial role in assisting key Abbott offices during the acquisition of Alere Medical. In the wake of the announcement, a considerable amount of work was required to rebrand assets and facilitate a smooth transition for the formerly competing sales teams to embrace the new product lines and collateral. With their expertise in branding and marketing, Royer ensured a seamless integration, helping Abbott successfully navigate the challenges of the acquisition process while maintaining a cohesive and unified brand image.