A clear strategy for launching a new capability

Terumo Pharmaceutical Solutions is a division within Terumo Global that focuses on medical devices for injection, infusion, and primary packaging solutions.

In early 2022, they began preparing to launch their latest addition to the PLAJEX product portfolio, a new ‘PLAJEX for Ophthalmic’ offering the first ophthalmic needle created by Terumo.

The ramarketing team knew a creative campaign was the answer to Terumo’s challenge, as it would showcase the new offering and build brand awareness. Terumo was looking for a strong, eye-catching, and memorable creative campaign to mark its expansion into the ophthalmics market and generate interest at the event and beyond.

The focus centered around Pharmapack Europe after ramarketing research identified a high volume of industry contacts and potential clients attending; it was the perfect place to capture an engaged audience.

Team ramarketing devised a creative campaign to showcase the new product offering. Alongside this, we also developed a range of creative and strategic assets to strengthen the product launch.

We began with a discovery lab to gather insight into what makes the new ophthalmic offering unique. This vital information informed core campaign messaging and we began to develop content for a range of assets, including:

• Campaign landing pages
• Launch video
• Promotional event assets

With a greater understanding of the client’s offering and its benefits to patients, the campaign strapline was clear: “We’ve sharpened our focus on Ophthalmics”.

To complement this campaign strapline, we explored a variety of creative options for the launch visuals. The creative direction would utilize blurred images to suggest a ‘before and after’ element and play into the campaign message. This would place a strong ‘focus’ on the ophthalmic offering, drawing attention to the PLAJEX needles in the sharper images. This strategy was well placed at an event due to its visual flexibility across the event stand and assets, as well as the digital accompaniment.

Now our creative route was decided, the team developed a range of assets to showcase at the event, including:

• Landing page: We built a landing page to drive user traffic which highlighted the features and specifications of the new ophthalmics product
• Launch video animation: A 30-60 second video animation featuring key product features and utilizing the blurring effect to highlight the campaign messaging and place a clear focus on ophthalmics by showing how patients experience life without clear vision
• Print material: Vital for events, this print collateral brought together the creative and messaging into a one-stop-shop handout for potential partners
• Event stand graphics: We brought the campaign to life with an interactive booth that was sure to turn heads at the Pharmapack event
• PPC and LinkedIn campaign: As part of the launch, we carried out digital campaigns via LinkedIn and pay-per-click ads (PPC) to raise awareness of the new offering and generate leads
• Press release: A key element of any new launch is engaging with media so we crafted and pitched a press release for feature in industry-leading publications to drive interest for the event.

Come launch day, the Terumo team had a full suite of creative assets and messaging to support the launch of their new product.

They were successfully able to generate interest and awareness of their expansion into the ophthalmics market, and the campaign ensured they set themselves apart from other industry competitors.

The press release was picked up by 8 trade publications, resulting in:

• 22k reach
• 45+ brand mentions

The LinkedIn campaigns generated:

• 150k impressions
• 800+ LinkedIn content clicks
• 600+ landing page clicks

The Google PPC campaigns generated:

• 20k impressions
• 900+ landing page clicks
• 270+ YouTube video views

*over a 3 month period.