EN
The Versana ultrasound devices from GE HealthCare address the entry-level segment for diagnosticians and (general) practitioners and are distributed exclusively through selected distributors. As a result, there was no direct access to the target group of around 40,000 practicing physicians in Germany. Communication was heavily product-driven and offered little differentiation within the competitive landscape. At the same time, physicians are confronted with a high density of information and react sensitively to complex or generic messages. What was missing was an attention-grabbing, clearly structured awareness strategy that addressed both the needs of users and the requirements of distribution partners.
The goal was to establish the Versana series as a relevant, practice-oriented solution for various medical requirements in the German market. The brand was meant to be perceived not only as a budget-friendly entry point, but as a versatile and intuitively operable system. At the same time, distributors were to be supported with consistent, ready-to-use assets to strengthen their sales activities. The campaign was designed to create presence across key touchpoints – both digital and analog – and to lay the foundation for international scalability.
Clear, target-group-specific positioning of the Versana series instead of interchangeable product communication.
Significantly increased awareness in the German market – particularly within the social media environment.
Consistent brand management across distributors despite the indirect sales model.
A scalable campaign model as the foundation for rollout across the entire EMEA region.
