Overview

Cutera is a medical device company that designs, develops, manufactures, markets, and distributes aesthetics systems worldwide. Cutera has a distribution agreement in North America for their micro needling product, Secret RF. Secret RF is used for aesthetic procedures and provides physicians with more control. It is a new product in North America.

Some of the unique applications include the option of insulated and non-insulated micro needles, a wide range of injury depths, smooth controlled needle motion, and precise temperature management.

All of the applications achieve well-tolerated and precise dermal remodeling results for patients.

Challenge

As part of the overarching product launch campaign strategy which included brand positioning, graphic design for print, the development of a microsite, and the use of other digital channels, Cutera wanted to clearly communicate the benefits of Secret RF.

The marketing strategy targeted and educated physicians. We needed to ensure marketing assets could be repurposed to target patients in waiting areas. Our team created a product launch campaign to effectively communicate the benefits to physicians and patients.

Physicians working at laser or plastic surgery clinics are interested in product features that matter to their patients such as less downtime, additional customization, less pain, faster results, and fewer treatments.

As we created the campaign, SecretRF was still in the manufacturing process. Our team created a model that was as close to the real product as possible to ensure we covered all the necessary details.

Solution

Pace Creative developed a branding strategy as well as a communication plan to convey the positioning of SecretRF. We identified key messages for physicians and defined them in a simple way. We then concluded that a 3D product marketing video would best convey the messages in a dynamic and engaging way to busy physicians.

The 3D video was implemented on the microsite and acted as a central piece of the online product launch strategy.

Our team crafted the video script for a product demo video using 3D modeled animation that was in line with the branding strategy. The video concept was based on the product name to make it more compelling.

The 3D animated explainer video focuses on specific features of SecretRF. We added motion graphics and brand elements from the newly established brand identity for the launch of the new product.

From the 3D product model, high resolution photography was created to include on the website, social media, and other digital and print assets.

Result

Check out the video below!

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