Medical Device Branding & Marketing

When planning eMoyo’s rebranding and, specifically the brand’s creative look-and-feel, we aimed to not only modernise the brand, but to also position it as vibrant, approachable, and imaginative, creating an organic brand identity that is as accessible, adaptable and innovative as the brand itself.

We wanted to steer clear of common interpretations of what branding in healthcare “should look like” – cold, clinical and unapproachable. Instead, we opted for warmer colours that evoke emotion to engender trust and confidence in the brand.

From a creative point of view, all elements and considerations (including our choice of images, brand tonality, colour palette and logo) come together to put humanity at the fore.

For the website design, we used plenty of white space in our layout, a nod to the brand’s clinical nature. Our choice of oranges and blues was based on these colours being proven to be soothing to the human eye, invoking a sense of trust, calm and stability. Fonts were selected for their readability, while human-centred, caught-in-the-moment imagery conveys trust, warmth, and authenticity.

The decision was made to place eMoyo’s flagship product, the iconic Kuduwave portable audiometer, central to the brand’s visual identity. We achieved this by referencing the Kuduwave headset in eMoyo’s brand mark (which forms part of its logo).

Also used as a design device throughout the website, eMoyo’s brand mark is sometimes static, and at other times animated. Furthermore, we thought it important to communicate eMoyo’s optimistic, approachable and caring brand personality across all creative elements, bringing to life the slogan “the future of healthcare is human.”

This was achieved by visually referencing a smiling “happy face” that winks playfully when animated, supporting the brand’s payoff line: eMoyo. Well Beyond Innovation.

Enhancing the user experience by creating a website that was simple to navigate and effective in converting visits to sales was one of our most important objectives.

eMoyo’s new website is supported by a comprehensive digital communication strategy, one that includes a powerful content strategy that targets specific buyer personas in the fields of hearing healthcare, philanthropy and occupational health. eMoyo’s digital communication strategy also encompassed strategic, high-impact roll-out across various social media channels, and a highly targeted paid-media campaign, designed to convert site visits and online searches into sales.

The medical device industry comprises a rich and interesting mix of companies that combine world-class engineering and product design with cutting-edge innovation.

Developing products that improve the lives of millions of people across the globe, it is an industry that, more than most, has compelling stories to tell.

Most med-tech companies have barely started this journey. They have relied on a single, rep-based go-to-market strategy for so long, and there was no urgency to try something else.

And then Covid hit.

Industry players had to quickly adapt to a changing economic landscape in which face-to-face sales interactions were disrupted and access to healthcare professionals and administrators became restricted.

For eMoyo’s initial content strategy, our goal was to find innovative, effective ways to tell their story, build awareness around their revolutionary medical devices, and build trust (particularly crucial in such a regulated industry). We also aimed to educate our audience on how portable medical devices such as eMoyo’s can significantly help ease the challenges (for both healthcare professionals and patients) posed due to Covid.

Some of our key challenges included: how to humanize complex technology, how to entrench eMoyo’s new brand positioning, and how to reach B2B decision makers.

Our approach included the following:

• Clearly defined buyer personas with pain points (and solutions).
• An outline of our main content pillars as a guideline to how and where we should be dedicating our focus.
• Creating a detailed content plan including blog clusters (lead-generating pillar page plus supporting blogs), social media calendars, monthly newsletters, and quarterly campaigns.
• Reskinning social media platforms and developing a strategy for follower growth and higher engagement (eg. sharing more video content and testimonials).
• Performing in-depth keyword and topic research to ensure our blog strategy was effective.
• Interviewing the company founder and other industry experts to gather valuable insights and personal stories for blogs and quotes that can be shared across social media.
• Interviewing healthcare professionals who have used eMoyo’s Kuduwave to gather valuable testimonial content and personal stories for blogs and social media posts.
• Creating video and testimonial-based campaigns to educate buyer personas on the benefits of portable audiometry. We included strong CTAs to book a free demo as a lead-generation tool.

After the first six months, we had gathered sufficient data and insights to allow us to segment our audiences further and tailor our messaging to each phase of the customer journey, allowing us to gather quality leads and nurture them into converting customers.

We then refined and tweaked our strategy to align with the platforms and content pieces that had proven to deliver engagement.

As the client expanded into the US and India, we also expanded our strategy to include these additional markets.

Magnetic Creative was honoured with several international awards for eMoyo’s rebranding, including for their website, brand video and brand identity. These include:

MUSE CREATIVE AWARDS
Platinum Award: eMoyo Brand Video “Instead, We Feel” - Branding
Platinum Award: eMoyo Brand Video “Instead, We Feel” - Corporate
Platinum Award: eMoyo Website
Gold Award: eMoyo Brand Identity

NYX AWARDS
Gold Award: eMoyo Website

IDA DESIGN AWARDS
Honorable Mention 1: eMoyo Rebranding Design
Honorable Mention 2: eMoyo Rebranding Design

eMoyo’s core values are Collaboration, Integrity and Imagination.

Collaboration because eMoyo is more than just a team of co-workers, they are a family with shared goals. And working together for the common good makes realising huge and ambitious goals just that much easier.

Integrity, because eMoyans do the right thing, and do things right, even when no one is watching.

And, lastly, Imagination, which means that in all aspects of their business, eMoyo brings their humanity into their work.

eMoyo’s vision is a world where access to quality, affordable healthcare is a reality for everyone, regardless of their location or socio-economic status.

With a Kuduwave portable audiometer aboard the ISS, a newly opened US office, and a solid partnership with international, award-winning branding agency Magnetic Creative, we believe that this proudly South African brand is well positioned to make this vision a reality.