Case Study: Aptus

Challenge

Aptus presented two simultaneous challenges. The company wanted to upgrade the polish and professionalism of its corporate identity, and it wanted to develop a product positioning campaign for the company’s flagship EndoAnchor technology that would stand out in the endovascular aneurysm repair (EVAR) market, driving both physician and partner awareness.

Approach

BrewLife completely revamped Aptus’ brand identity, developing a new logo and redesigning the entire corporate collateral system. BrewLife also created an award-winning product positioning campaign that featured the theme line, “Together ForEVAR,” a provocative play on words based off the classic “Together Forever” mantra. The concept highlighted the long-term durability that endoanchors provide by locking the endograft to the aorta to prevent endoleaks or graft migration. The campaign also suggests the combination of forces (Aptus, physicians, endograft companies) coming together to improve EVAR. Attention-commanding trade show marketing materials – like wrapping elevator doors with the campaign creative – were accented by communications support pieces created by the BrewLife PR team.

Results

The “Together ForEVAR” campaign helped drive physician interest in the technology. The company launched the campaign during the VEITHsymposium™ and included an actual Aspen tree at its booth. Booth traffic tripled from previous years and helped make Aptus a trending topic on the conference’s Twitter feed. Overall, the corporate rebrand and the product campaign helped support the company’s business development activities that ultimately resulted in the company being acquired by Medtronic.

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