A client asked me the other day to provide a cost estimate for some creative work. He wanted a concept that clearly communicates the unique benefit of his product. Something simple, powerful and persuasive. Something like the old Araldite ad with the car stuck to a billboard (ok, we might not come up with something quite as iconic as this but who knows?).
This concept would be used on the website, on newsletters and potentially offline too. Nothing strange in that… but then I realised that this request was actually quite unusual.
The product in question was a medical device to help prevent deep vein thrombosis (DVT) in hospital patients. I thought I’d try and find some other examples of medical devices that use a creative concept to get across their USP. I found very little indeed (there’s a list of the best examples below). Most medical device websites launch straight into the product features, often ignoring the benefits. If you’re lucky, you might get a big photo of the product on the homepage.
The observant consumer abroad may have noticed patterned squares on their purchases. In Japan, these shapes now take up space on the side of whole houses, and seen teenagers whipping out their mobiles to take photos.
