Originally Published MX September/October 2005
ADVERTISING, DISTRIBUTION, & SALES
A Fresh Approach, a New Personality|
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It's a common problem. A company pioneers a breakthrough technology, launches the first FDA-approved devices, captures huge market share, and then watches as me-too copycats begin to erode that advantage with cheaper, inferior offerings. Such was the case with R2 Technology Inc. (Sunnyvale, CA).
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| Jocoto brought home three awards for the work it did for R2 Technology. These included a silver award for its brochure design. Photo courtesy Jocoto Advertising. (click to enlarge) |
R2 introduced the world of mammography to a technology called computer-aided detection that assists radiologists to detect in mammograms suspicious, possibly cancerous breast lesions at an early stage. But that was more than 10 years ago, and the company's brand image and corporate message had gone untended during much of that time. R2 Technology had fallen victim to playing the comparison game with its mammography competition. What's more, the company was about to strike out into the specialty of chest computed tomography (CT)—a field in which it had little exposure.
So when it contacted San Francisco Bay–area healthcare specialists Jocoto Advertising (San Ramon, CA), R2 was a company at a crossroads. It needed to reinvent itself in its bread-and-butter market of mammography, and it needed to dive headlong into the CT arena with a bold, confident, unmistakable message and brand presence.
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| Tom Collins (pictured here between presenters Tommy Hawkins and Joe Soto) of Jocoto Advertising accepted one of the firm's total of six awards. Photo courtesy MMA. (click to enlarge) |
Jocoto completely overhauled R2's message and visual identity by creating a language, visual as well as written, that communicated the company's unique value proposition, and did it in a way that gave R2 a fresh, wildly inventive, and instantly recognizable personality. The result has been dramatic for the company—restoring its standing as the true innovator in the field and helping it break free from comparisons, allowing it to tell its own story.
Jocoto's work has also captured the attention of industry experts and competition judges. Among the host of honors it has garnered are six separate awards presented at this year's Medical Marketing Association In-Awe ceremony.
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