After conducting in-depth customer research, it was discovered that two problems plagued the blood draw cart market. First, many carts were not reliable long-term and were failing when used on long-distance travel, especially between floors via elevator or crossing over thresholds. More specifically, many customers were complaining about broken casters and how difficult it was to replace them.
Second, many carts presented a noise problem in patient areas.
Titan presented a rethinking of the blood draw cart. My employer wanted to focus on this being the next best thing in the cart market and that the cart would “sell itself” with its casters and incredible warranty. I focused on these two particular features in response to the direction and the research.
Prior to catalog launch, the inside sales team began using the copy shown here within a sales aid. In the span of three weeks there have been 50 quotes and 20 completed cart sales.
I was directed to incorporate the idea of "next generation" into the headline of this product. From there, it was really trying to position the chair as a premium option, but at an much lower price than its expensive competitors.
This chair was pitched during a product presentation to a local customer. Though initially uninterested due to a perceived high price tag of the chair. the customer was given the points seen here and had an immediate change in behavior toward the product. The customer is now outfitting an entire new expansion at their facility with this chair; it is estimated that my employer will quote 20 units as a direct result of this marketing.
This display demonstrates my ability to finish a project within a very limited window of time. The teams involved with this project had five weeks to create this product from nothing – including CAD conceptualization, prototype part sourcing and manufacture. My team had roughly five business days of the total five week period to complete copy, images, and design before the web campaign was launched.
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