The existing site was a single scrolling page that did nothing to showcase the genius behind this device. We
created a multi-page site that shows how TriNav can help patients facing potentially grim outcomes, how
simple it is to use, and why it’s different from anything else—sensibly and clearly. Not to mention beautifully.
To invite interventional radiologists and surgical oncologists to a take a deeper dive
into this new way to treat tumors, we created print ads for different journals targeting
our distinct audiences.
We developed a video mailer to convince decision makers that there was no reason not to make
this potentially lifesaving treatment approach available to their patients. The video would play
upon opening and could be paused, rewound, and played over and over. A series of traditional
direct mailers reinforced the need for a new way to deliver therapy by highlighting treatment
barriers and how the TriNav device is an innovative solution for overcoming them.
The booth was designed to focus on the unique action of the TriNav device rather than
the company. Bold illustrations clearly demonstrate the benefit of TriNav, namely that it
drives therapy where no other microcatheter can—deep into the tumor.
Awareness of treatment barriers for liver cancer and how to overcome them was low among
interventional radiologists and surgical oncologists. So we created a series of emails to both educate
and inform using quick, digestible chunks of content supported by attention-grabbing images. Graphics
were used to appeal to visually oriented interventional radiologists, demonstrating how the TriNav
device physically overcomes treatment barriers.
Our strategy of using bold graphics and small chunks of content was translated into a series of
social posts to capture and engage a broader audience. We spread the message far and wide that,
with the TriNav device, cancer-killing therapy could finally be driven where it can make the biggest
difference: to the tumor’s very core.
Award of Distinction, Communicator; Platinum, Hermes; Gold, Muse; Gold, NYX Marcom; Platinum, AVA Digital; Platinum, dotCOMM