BIG PICTURE
Aksys created a product many thought wasn’t possible: dialysis technology easy enough for patients to use at home. This allowed patients to dialyze for shorter intervals four to six times per week, more closely mirroring normal kidney function. As a result, they felt better. This resounding patient benefit was the inspiration for the brand we developed for Aksys.
THE MARKETING CHALLENGE
Our first step was primary research with clinicians and patients to understand how they might respond to Aksys’ breakthrough technology. We discovered each audience had mixed feelings. While clinicians found in-home dialysis to be an intriguing concept, recommending it to their patients would be a huge leap in an industry known for maintaining the status quo. And patients were understandably intimidated by the idea of dialyzing on their own, without a nurse at their side.
A USER-FRIENDLY IMAGE
Given the potential hesitation among clinicians and patients to accept this new technology, we knew we needed to assure each audience of the product’s benefits and ease. Our solution was an approachable brand image that used simple illustration over product photography, a friendly first-person voice, and bright, happy colors. The result was an upbeat, hopeful brand — a radical departure from the typically dreary dialysis space.
PATIENT TO PATIENT
A key learning from our patient research was the extent to which they looked to other patients in making treatment decisions. To leverage this insight, we created a five-minute video that highlighted three Aksys patients, showing them using the product in their homes and sharing how the renewed strength and independence afforded by the product had allowed them to rejoin treasured leisure and family activities.
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