Clinical Application Slick

The Strategic Need

Radiometer America was preparing to launch an enhanced version of the company’s CLINITUBES capillary blood collection device in the United States.  Unlike syringes, capillary tubes collect a much smaller volume of blood, making them ideal for use on neonates. Further, the new product, called safeCLINITUBES, was unbreakable, offering an additional dimension of safety for use in neonatal intensive care units (NICU).

The US sales team requested a dedicated neonatal sell sheet for safeCLINITUBES to support the  NICU call point.

The Creative Solution

I worked with the US product management team to create a sell sheet for the neonatal application of both CLINITUBES and safeCLINITUBES. The sell sheet visually represents the comparatively small blood volume possible with capillary tubes and poses the provocative heading:

 “How much blood is too much to draw from a neonate?”

This messaging proved to be a good conversation starter for the US sales force and helped to expand the capillary tube business for neonatal applications.