Qualcomm Wireless Health had been promoting mobile technology in healthcare for a decade without a commercial product. They were launching the 2net Platform and Hub along with a $100 million investment fund at the 2011 mHealth Summit. However, Qualcomm's brand was not well known in healthcare. They hired a firm to develop a brand and generate leads for the new subsidiary and its first-of-its-kind 2net technology platform in the emerging mobile health industry with a short timeline.

1. For the last decade, Qualcomm Wireless Health
had been evangelizing about the benefits of mobile
technology in the healthcare space without a
commercialized product. Qualcomm Wireless
Health was ready to announce B2B collaboration
opportunities with the launch of its 2net Platform
and Hub and the Qualcomm Life Fund, a $100
million investment fund, at 2011’s mHealth Summit.
Even though its universal 2net Platform was first-
of-its-kind technology, Qualcomm’s brand was not
widely known in the health care industry.
The ask: Rename, brand, develop collateral and
generate leads for the newly formed subsidiary and
its technology platform in a nascent and complex
industry with short lead time.
• Develop a Robust Company/Product Brand and Brand
Architecture, carried through in many pieces of collateral:
• Mobile-enabled website
• Launch video and Promotional sizzle video
• Qualcomm Life and 2net Platform brochures (2)
• 2net Platform and 2net Hub spec sheets (2)
• 2net quick start guide and 2net whitepaper
• Infographic of 2net Ecosystem Print campaign
• Tradeshow booth graphics and Email blast
• Conduct embargoed briefings with key mobile health
influencers to preview offering before launch
• Develop and distribute online content through
@QualcommLife social media platforms
• Host Media Reception for onsite influencers to get
introduced to 2net in intimate setting
• Attracted over 5K visitors/month who spend an
average of 5+ minutes per visit to website; average
page views per visit is 6+; the bounce rate is <30%
• Resulted in 86 original articles and 840,100+
impressions
• 10 third-party releases distributed resulting in 11
original articles and 600,000+ impressions
• The website has generated 275+ sales leads via its
“Request Information” form, ranging from Fortune 100
companies to innovative start-up medical device
companies
CHALLENGE APPROACH RESULTS
Qualcomm Wireless Health
Content Source Breakdown