Ortho:
Bringing Life to a 75-Year-Old Start-Up
 

CHALLENGE: Ortho pioneered in vitro diagnostics. Then became part of Kodak. Then J&J. So, who would they be next?

While Ortho did the research to articulate its brand, the interim post-J&J positioning “Reimagining What’s Possible” celebrated heroes in the lab—winning an International Stevie Award for brand renovation, an Economic Times Best Asian Healthcare Brands Award, and an IABC Gold Quill Award for our internal brand ambassador program.

SOLUTION: Establishing “Because Every Test Is A Life” as its new brand promise, Ortho shifted focus to connect the work of the labs with improving and saving patients’ lives

Externally, Ortho connected with stakeholders through creative excellence and meaningful end-to-end brand experiences:

• A more robust web presence with a smarter user focus
• Social media engagement
• New photography of lab techs at work and happy patients
• Editorial Standards and Messaging Playbook
• Improved issues communications reducing call center activity
• Mobile lab demos for a live brand experience
• A streamlined global RFP process that reduced turnaround time and extended the brand
• C-suite presentations (to employees, investors, customers, media, and industry leaders)
• Automated products that help lab techs focus on critical tasks

Internally, I created all the brand tools, assets, and guidance needed to effectively amplify the Ortho brand globally:

• Brand standards with a library of templates, icons, photos, and more
• Brand training modules in our LMS for all teammates and people managers
• Live WebEx training sessions
• Brand workshops and newsletters
• Intranet guidance and “how-to” videos
• Brand ambassador programs and engagement

RESULTS: Ortho steadily increased its NPS rating and garnered coveted global industry awards for customer service, functional excellence, innovation, and brand renovation—all on the journey to going IPO and outperforming competitors with our first-to-market COVID-19 tests. Download my portfolio and videos PDFs to check out my Ortho samples.

Saga Education | Anthony & Sylvan | Ortho | ETS | Videos | Logos