The Flores Shop can design a brochure with the best of them. But when Owens & Minor (a Fortune 500 company) approached us to help them with their first advertising campaign in over ten years, we knew we needed to develop something special that would make an immediate impact!
BACKGROUND:
Owens & Minor has been a leader in medical supply distribution for over 100 years. They’re known for their white and burgundy trucks that pull up to warehouse docking stations at hospitals and healthcare systems nationwide. But, in recent years, O&M has expanded their arsenal of services far beyond those of a simple commodity-driven medical supply distributor.
We all know that times these past few years have been challenging. And, while the medical industry may not be affected as much as some other industries, hospital supply chain executives still had to tighten their purse strings like the rest of us. And, just as they had done in decades past, O&M rose to the call of their clients’ needs.
O&M developed a portfolio of supply chain solutions, innovative technology, inventory management and consulting services that can dramatically reduce costs for healthcare systems of all sizes.
THE CHALLENGE:
While O&M is widely known for their distribution services, the challenge was to educate current and potential customers of this diverse, new mix of services and solutions that could literally help save millions in their medical supply chain system!
OUR APPROACH:
After discovery sessions with the O&M Marketing team and reading the case studies which proved the company’s effectiveness on paper, we knew we had a great story to tell and—we would use a number of different channels to tell it.
// Corporate Tagline: To immediately start making a difference in the public’s perception of what Owens & Minor offers beyond distribution, we knew we needed an overarching theme that would be applicable to the message of any O&M marketing within any medium. After writing hundreds of tagline options, our team and Owens & Minor unanimously agreed on “Delivering More” as a two-word tagline that packed quite a punch! It pays homage to O&M’s history of distribution, but immediately addresses the fact that that’s not all they do. And, in those famous advertising words, “But wait! There’s more!” we suggested that the tagline could also be supplemented with various descriptors (i.e. – Savings, Choice, Efficiency, etc.) to point out the specific benefits that these new services offer! Check out the tagline in action!
// Interactive Brochure: What is an interactive brochure, you may ask? It’s a marketing brochure on steroids! And that’s exactly what we developed for Owens & Minor. We wrote and designed a brochure that provided descriptions of each of their service categories, gave examples of actual implemented savings and encouraged Supply Chain Managers to visit a webpage to learn more about how they could get a free supply chain assessment from O&M.
But the piece didn’t stop there. We incorporated a WebKey (a USB website launcher) into the piece that flips out and plugs into any USB port and—BAM! It automatically launches the user into a testimonial video that we wrote, directed and produced for O&M. The video features a customer who has engaged O&M’s consulting services and is singing the praises from on-high! Users are also able to download a more complete case study with intricate details of how O&M helped their customer’s bottom line.
The best part? The brochure stays fresh! Due to the overwhelming response and success of this piece, we’re working with Owens & Minor on creating three more Success Story videos and supporting case studies this year. And every time we add a new video or other content to the website, the same web key now launches the newly updated site!
So, there you have it…
By the end of this year, O&M will have a 28 page brochure, 16+ pages of case studies, 20+ minutes of professional videos all bundled up in a package that’s smaller than a checkbook.
// Print Ad & Direct Mail: We supported this campaign with a full page print ad in trade publications which featured the same customer, highlighted key areas of savings and drove the reader to O&M’s website to learn more about their free assessment offer. We also developed a direct mail piece which served as yet another reminder that Owens & Minor offers many more services that can help move “the needle” (pun intended) for their customers.
