All work
More productivity
Re-energizing a healthcare leader’s service business
The quick take
Natus, a leading provider of neural and sensory diagnostic solutions, was seeing declining demand for its after-sales services, with many customers skipping annual calibrations or turning to third-party providers. This threatened both service revenues and the performance of installed equipment. Natus turned to CBC to reposition the value of its service offering through a clearer brand concept, stronger messaging and a refreshed visual identity.
About Natus
Natus is one of the world’s leading developers of equipment and solutions to screen, monitor, diagnose and treat disorders affecting the brain, neural pathways and eight sensory nervous systems. Its extensive services offering includes equipment calibration, as well as an industry-leading education and training program. Headquartered in the US and with global operations, Natus is built on a healthcare heritage going back more than 85 years.
Scope
- Brand communications concept and tagline
- Visual identity campaign
- Brochure, livery and leave-behind
- SoMe posts
- Imagery
CBC devised and delivered a customer-focused communications platform around the “More” concept.
Challenge
After-sales services had long been an important revenue stream for Natus, but demand was declining as more customers turned to local third-party providers for maintenance and calibration. The shift not only threatened service revenues but also risked undermining equipment performance and weakening engagement within the service organisation. The strategic challenge was to re-establish the value of Natus’s specialist expertise, strengthen customer preference for its services and create a clear, motivating platform that could align employees and reinvigorate the service business.
Solution
CBC developed the “More” platform to reposition Natus’s service offering and restore its perceived value. The concept reframed services – particularly calibration – as critical clinical and business tools delivered through Natus’s specialist expertise. It unified disparate services under a clear, flexible idea that could address the needs of different customer segments. The platform was brought to life through a distinctive visual identity, stronger commercial messaging and a more direct tone of voice, while also raising the profile and pride of Natus service teams.
Challenge
Solution
After-sales services had long been an important revenue stream for Natus, but demand was declining as more customers turned to local third-party providers for maintenance and calibration. The shift not only threatened service revenues but also risked undermining equipment performance and weakening engagement within the service organisation. The strategic challenge was to re-establish the value of Natus’s specialist expertise, strengthen customer preference for its services and create a clear, motivating platform that could align employees and reinvigorate the service business.
CBC developed the “More” platform to reposition Natus’s service offering and restore its perceived value. The concept reframed services – particularly calibration – as critical clinical and business tools delivered through Natus’s specialist expertise. It unified disparate services under a clear, flexible idea that could address the needs of different customer segments. The platform was brought to life through a distinctive visual identity, stronger commercial messaging and a more direct tone of voice, while also raising the profile and pride of Natus service teams.
A new CBC-produced brochure presented the services and their and benefits for clinicians and patients.
CBC wrote and designed a series of LinkedIn posts targeting a wide range of audiences.
Raising the visibility and enhancing the perception of services employees is a key part of the campaign developed by CBC.
