Copy • Creative • Strategy | Bill Abramovitz
Intro paragraph goes here. Summarize the challenge, strategic shift, and value of the work in one concise opening paragraph.
Xoma, a product line of Reliance Medical Products
Medical Equipment
Ophthalmologists and Optometrists
Generate demand for a product that existed only as CAD drawings and prototypes
Concentrate on ergonomics with doctors who regularly endure back and neck pain
• Naming • Product positioning • Tagline • Mini website • Video • Email • Trade print ads
Reliance Medical Products was preparing to launch Xoma, an integrated work system designed to improve efficiency and ergonomics for physicians and patients.
There was just one problem.
The product didn't exist.
Production delays meant there were no finished units to photograph, demonstrate, ship to trade shows, or display to customers. Until shortly before launch, Xoma existed primarily as CAD drawings and a handful of prototypes.
Most product launches begin with the product.
This one couldn't.
Traditional medical equipment marketing relies heavily on specifications, features, demonstrations, and photography.
We had none of those advantages.
Rather than focusing on what physicians could see, we focused on what they would experience.
Xoma promised a smoother, more comfortable, and more efficient way to work. Those benefits existed whether the final product was available or not.
Instead of selling the chair itself, we sold the vision behind it.
We developed a launch campaign built around the emotional and experiential benefits of the product.
Relaxing nature imagery, motion graphics, and carefully crafted messaging helped physicians imagine how the system would feel in daily practice.
The campaign created anticipation while avoiding the limitations imposed by the unfinished product.
The campaign generated significant market interest before product availability.
Orders exceeded supply, creating backorders and contributing to the most successful product introduction in the company's history.
Most importantly, the launch demonstrated that demand can be created even when a product isn't ready for the spotlight—provided customers understand the value it will bring.
Marketing isn't always about selling what exists today.
Sometimes it's about helping customers believe in what's coming tomorrow.
By shifting the conversation from product specifications to customer experience, we successfully launched a product that, for much of the campaign, existed only as an idea.
View the pre-launch video targeting doctors and distributors.
