Case Study de Aplica sobre cliente NEOS SURGERY

1. APLICA’S
CASE STUDY
COMVORT´S ANNUAL MEETING
HAMBURG-2012

2. INTRODUCTION
INTRODUCTION
COMPANY COMPANY
NEOS Surgery is an innovative and technology-based company is an innovative and technology-based company
NEOS Surgery
dedicated to the research and development of surgical products the research and development of surgical products
dedicated to
through the creation, analysis, design, production and commer-creation, analysis, design, production and commer-
through the
cialization of innovative medical devices in the field of cranial innovative medical devices in the field of cranial
cialization of
and spinal neurosurgery. and spinal neurosurgery.
BRAND BRAND
Cranial LOOP is NEOS' new cranial fixation device. Its innovation is NEOS' new cranial fixation device. Its innovation
Cranial LOOP
stems from the fact it is universal, artifact-free and does not the fact it is universal, artifact-free and does not
stems from
require any additional instrumentation for fixation. require any additional instrumentation for fixation.
In the last three years, NEOS has developed 3 different products
In the last three years, NEOS has developed 3 different products
of the Cranial Loop family to better suit the diverse the Cranial Loop family to better suit the diverse needs of
of needs of
neurosurgeons throughout the world. neurosurgeons throughout the world.
CLIENT’S OBJECTIVES CLIENT’S OBJECTIVES
Make a difference from their competitors and impact theira difference from their competitors and impact their target
Make target
audience (neurosurgeons), little exposed to design elements. (neurosurgeons), little exposed to design elements.
audience
THE CHALLENGE THE CHALLENGE
To transmit the excellence of the product innovation in all their
To transmit the excellence of the product innovation in all their
communication supports such as logo, product exhibition or
communication supports such as logo, product exhibition or
sampling element. sampling element.

3. CHALLENGE CHALLENGE
CHALLENGE#1
LOGO
CHALLENGE#1
LOGO
Introduce a new cranial fixation device in theamarket. Make it
Introduce new cranial fixation device
serious and elegant. Make it “design”.
serious and elegant. Make it “design”.
Foresee the creation of a family of Foresee the creation of a family of prod
products whose logo would
explain the differences between them.
explain the differences between them.
STRATEGY STRATEGY
Focus on the product’s shape characteristics, identify the product characterist
Focus on the product’s shape
with naming, logo and colour. with naming, logo and colour.
IMPLEMENTATION IMPLEMENTATION
The handle being the most striking element due being shape and
The handle to its the most striking eleme
colour, is represented by a customization ofis representedfor the
colour, the font used by a customization
word LOOP in the logo. word LOOP in the logo.
Thus, we converge the name (which Thus, we converge the name (which refer
refers to the form) with the
element that the surgeon will remember when the surgeon will rememb
element that he’ll see the
product in use. product in use.

4. RESULTS
CRANIAL
CRANIAL
TM TM

5. CHALLENGE CHALLENGE
CHALLENGE#2
SAMPLING
CHALLENGE#2
SAMPLING
Find the way to present and test the medical device.
Find the way to present and test the medica
STRATEGY STRATEGY
Find the best shape, distribution and material that allow us to:
Find the best shape, distribution and materi
1. Present the product (1 unit) 1. Present the product (1 unit)
2. Test the product “in situ” 2. Test the product “in situ”
3. 3. Be used a
Be used as a “quick start guide” as well as as a “quick start guide” as well
“general information guide” “general information guide”
IMPLEMENTATION IMPLEMENTATION
Combining paper and foam, we got a support that allowed uswe got a suppo
Combining paper and foam, to
store the device and test it on the store the device and test it on the packaging
packaging itself.

6. RESULTS

7. CHALLENGE CHALLEN
CHALLENGE#3
EXHIBITION
CHALLENGE#3
EXHIBITION
Show the product in use, both, before and after surgery. Make Show the prod
it
easy for transportation to commercial fairs. easy for transp
STRATEGY STRATEG
Being aware of colour as a differentiating factor, we work the Being aware of
exhibition of the product in colorless materials. exhibition of th
IMPLEMENTATION IMPLEME
We have used a methacrylate skull inside a methacrylate urn to have used
We
show the product in a nice & clean environment. show the produ
These colorless materials allow us to show both sides of the final
These colorles
fixation system. fixation system

8. RESULTS

9. OTHER EXAMPLES
EXHIBITION
EXHIBIT
OTHER EXAMPLES

10. ROLLUP

11. París 148, esc B 1º 4ª | 08036 BCN
www.aplica.cc
@Aplica_Comunica
Aplica Comunicación