Biosense Webster (J&J)
Biosense Webster has been the leader in complex imaging and purpose-designed surgical instruments for arrythmia diagnosis and treatment technologies. However, many physicians weren't trained on such approaches—so were still prescribing drug therapy exclusively, and they were feeling competitive pressure. The brand campaign utilized a new tagline and company brochure I wrote and creative-directed, was executed in multiple media, included internal branding pieces for employees, and was significantly successful in enhancing perception and advancing engagement.