Challenge
Hospitals face difficulties in medication management due to reliance on paper trails and barcodes, leading to human errors, lower visibility, diversion events and safety issues. Intelliguard aims to solve this with its RFID-based system but faces stiff competition from established barcode systems and RFID competitors. Intelliguard needed a whole new way to get attention and standout in a tough and competitive field.
Solution
Hospitals face difficulties in medication management due to reliance on paper trails and barcodes, leading to human errors, lower visibility, diversion events and safety issues. Intelliguard aims to solve this with its RFID-based system but faces stiff competition from established barcode systems and RFID competitors. Intelliguard needed a whole new way to get attention and standout in a tough and competitive field.
Solution
Understanding that hospitals are often averse to dealing with IT-related issues, we shifted the focus from promoting Intelliguard as a technology product to positioning it as a safety product. This strategic repositioning highlighted the crucial role of Intelliguard in enhancing patient safety and medication management compliance, rather than its technological aspects.
This led to the creation of a brand campaign idea, a new brand identity, and a whole new product naming architecture, all emphasizing Intelliguard's new brand story and commitment to safety and reliability in medication management.
Brand Campaign Idea
The campaign idea, "The Smart Path," features a multi-colored path illustrating the key interaction points of every medication management. The campaign's headline emphasized Intelliguard's dedication to ensuring a secure and efficient medication management system.
The campaign idea, "The Smart Path," features a multi-colored path illustrating the key interaction points of every medication management. The campaign's headline emphasized Intelliguard's dedication to ensuring a secure and efficient medication management system.
New Brand Identity
A new brand identity was created to better reflect the new strategy and brand story. The sleek and sophisticated logomark shows interlocking paths representing different components of the product platform. New colors, icons, and fonts were established in a brand style guide.
Brand Guidelines
Product Naming Architecture
We developed a new overarching name for the product architecture: The Mira Ecosystem. Mira is inspired by the real-life Miramar Reservoir ecosystem and means “to watch” or “look at” in Spanish, echoing the visibility that Intelliguard brings to medication management. This master brand naming structure connected all the sub-brands together to form an integrated and complete solution ecosystem.
We developed a new overarching name for the product architecture: The Mira Ecosystem. Mira is inspired by the real-life Miramar Reservoir ecosystem and means “to watch” or “look at” in Spanish, echoing the visibility that Intelliguard brings to medication management. This master brand naming structure connected all the sub-brands together to form an integrated and complete solution ecosystem.
Brand Video
Intelliguard Website
Sales Brochure
In Summary
The Smart Path campaign launched in July of 2024 and successfully established Intelliguard as a leader and innovator in medication management. It created broader awareness of Intelliguard's solutions and benefits among key decision-makers in hospitals, hospital pharmacies, and healthcare systems.
The campaign emphasized Intelliguard's role in enhancing patient safety and medication management compliance, resulting in increased engagement with Intelliguard's tactical assets and a rise in qualified leads. Intelliguard's RFID technology is now seen as a proactive measure in preventing adverse events and ensuring an environment of safety around every medication decision.
The campaign emphasized Intelliguard's role in enhancing patient safety and medication management compliance, resulting in increased engagement with Intelliguard's tactical assets and a rise in qualified leads. Intelliguard's RFID technology is now seen as a proactive measure in preventing adverse events and ensuring an environment of safety around every medication decision.
