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Case study
How Abbott turned a stent into a story worth sharing
Campaign glocalisation supported by creative use of technology and a customer-first OCE strategy.
Case study
How Abbott turned a stent into a story worth sharing
Campaign glocalisation supported by creative use of technology and a customer-first OCE strategy.
Case study
How Abbott turned a stent into a story worth sharing
Campaign glocalisation supported by creative use of technology and a customer-first OCE strategy.
Client: Abbott
Sector: Coronary
Challenge Type: Campaign Glocalisation
Client: Abbott
Sector: Coronary
Challenge Type: Campaign Glocalisation
We helped Abbott reimagine XIENCE not as a product, but as a high-touch experience. With augmented and mixed reality, digital tools, and activation across field teams and convention stages, the campaign created new ways for people to engage with the brand and with each other.
We helped Abbott reimagine XIENCE not as a product, but as a high-touch experience. With augmented and mixed reality, digital tools, and activation across field teams and convention stages, the campaign created new ways for people to engage with the brand and with each other.
Something
The Challenge
The Challenge
In a crowded stent market where claims of safety and performance often blur together, customer familiarity had dulled engagement.
XIENCE needed more than clinical data and distant brand recall to reclaim its share of voice and retake its place in the market.
In a crowded stent market where claims of safety and performance often blur together, customer familiarity had dulled engagement.
XIENCE needed more than clinical data and distant brand recall to reclaim its share of voice and retake its place in the market.
The XIENCE Experience
The XIENCE Experience
An 18-month omni-channel campaign, built through creative use of immersive technology. Each layer met a real clinical, educational, or commercial need, and was supported by experience design that brought the Abbott portfolio into sharp focus.
An 18-month omni-channel campaign, built through creative use of immersive technology. Each layer met a real clinical, educational, or commercial need, and was supported by experience design that brought the Abbott portfolio into sharp focus.
Patient Support
AR meets the consultation room.
Scalable Education
From cath lab to case library.
Sales Effectiveness
Smarter tools for sharper conversations.
Seamless Integration
An orchestrated customer experience.
Patient Support
AR meets the consultation room.
Scalable Education
From cath lab to case library.
Sales Effectiveness
Smarter tools for sharper conversations.
Seamless Integration
An orchestrated customer experience.
Patient Support
AR meets the consultation room.
Scalable Education
From cath lab to case library.
Sales Effectiveness
Smarter tools for sharper conversations.
Seamless Integration
An orchestrated customer experience.
Supporting the Patient
We bridged the consultation with a virtual experience using augmented reality.
A simple scan turned a standard model into a 3D animation patients could explore in real time. It answered unasked questions, eased uncertainty, and made a complex procedure easier to explain.
The result was a faster, clearer consultation that saved time for specialists and left patients feeling more confident and in control.
Supporting the Patient
We bridged the consultation with a virtual experience using augmented reality.
A simple scan turned a standard model into a 3D animation patients could explore in real time. It answered unasked questions, eased uncertainty, and made a complex procedure easier to explain.
The result was a faster, clearer consultation that saved time for specialists and left patients feeling more confident and in control.
Education
We brought the cath lab to the clinician with new tech integrated in cath labs across Australia.
Live procedures were captured with multiple camera angles, real-time monitoring data, and expert narration. These were streamed securely to clinicians anywhere, with each session added to a growing, on-demand case library.
It scaled peer-to-peer training without losing clinical depth and gave clinicians real insight into how XIENCE performs in practice.
Education
We brought the cath lab to the clinician with new tech integrated in cath labs across Australia.
Live procedures were captured with multiple camera angles, real-time monitoring data, and expert narration. These were streamed securely to clinicians anywhere, with each session added to a growing, on-demand case library.
It scaled peer-to-peer training without losing clinical depth and gave clinicians real insight into how XIENCE performs in practice.
Salesforce Effectiveness
To re-engage specialists in a saturated space, we reimagined how the message was delivered.
Interactive tools elevated in-person conversations and extended them beyond the palm of the hand.
A pop-up print detailer introduced the topic with an unexpected, tactile moment. A quick scan moved the discussion into a virtual iDetailer, unlocking a specific experience tailored to the message. From there, reps could guide deeper dives into key claims, value-added programs, and next-step pathways.
Each tool supported smarter conversations before, during, and after the interaction. Not to replace expertise, but to give it more space to land.
Salesforce Effectiveness
To re-engage specialists in a saturated space, we reimagined how the message was delivered.
Interactive tools elevated in-person conversations and extended them beyond the palm of the hand.
A pop-up print detailer introduced the topic with an unexpected, tactile moment. A quick scan moved the discussion into a virtual iDetailer, unlocking a specific experience tailored to the message. From there, reps could guide deeper dives into key claims, value-added programs, and next-step pathways.
Each tool supported smarter conversations before, during, and after the interaction. Not to replace expertise, but to give it more space to land.
Integration
Integration
Every asset, tool, and program was mapped to a controlled release schedule, guiding each customer segment through a cohesive experience over time.
At the end of one touchpoint, the next one appeared. A video led to a training tool. A consult triggered a leave-behind. A booth demo invited deeper exploration post-conference.
This sequencing made the messaging feel timely and relevant. It turned value-added tools into natural extensions of the conversation and kept attention across more moments.
The XIENCE Experience created seamless transitions across formats and functions. What felt like one interaction flowed into the next, reinforcing brand recall, elevating perceived value, and building loyalty over time.
Every asset, tool, and program was mapped to a controlled release schedule, guiding each customer segment through a cohesive experience over time.
At the end of one touchpoint, the next one appeared. A video led to a training tool. A consult triggered a leave-behind. A booth demo invited deeper exploration post-conference.
This sequencing made the messaging feel timely and relevant. It turned value-added tools into natural extensions of the conversation and kept attention across more moments.
The XIENCE Experience created seamless transitions across formats and functions. What felt like one interaction flowed into the next, reinforcing brand recall, elevating perceived value, and building loyalty over time.
OCE PLAN
A calendarised content and channel plan controlling timing and distribution of experiences.
3D Pop-up Detailer
A tactile entry point that sparks curiosity and leads clinicians into a deeper digital experience.
XIENCE iDetailer
An intuitive, interactive platform that supports focused, in-depth conversations around XIENCE benefits.
Portal Updates
Relevant campaign content, consistently delivered and localised for the ANZ market.
Virtual Proctering
Live, interactive cath lab experiences that extend learning beyond the lab environment.
Leave Behinds
Simple, targeted materials that reinforce key messages and support improved conversations and recall.
3D Stents
Physical stent models enabling side by side comparison showing platelet adhesion.
One-to-Many
Automated communications that keep clinicians engaged with relevant content over time.
One-to-one
Personalised engagement tailored to clinicians and territories across key stages.
XIENCE Stent Model
A patient consultation tool with detachable models of the key steps of the stent procedure.
Model Housing Unit
A branded in-field presence that anchors the XIENCE story in physical environments.
AR Experience
An augmented reality experience that visualises the stent procedure with animated graphics and interactive features.
Congress Booth
Customers booked their live, interactive device training sessions through a calendarised meeting system.
Portfolio Alignment
A connected journey that aligns XIENCE messaging across the broader Abbott portfolio.
Something
The Impact
The Impact
Increased market share by 150% target, over 18 month campaign
Thousands of QR code, AR and live-stream interactions
A new education and proctoring channel launched across ANZ
XIENCE reframed from product to platform
Seamless brand experience across all formats and roles
Increased market share by 150% target, over 18 month campaign
Thousands of QR code, AR and live-stream interactions
A new education and proctoring channel launched across ANZ
XIENCE reframed from product to platform
Seamless brand experience across all formats and roles
Have an omni-channel or glocalisation challenge?
Looking for smarter ways to bring your brand to life through creative technology?
Let's build the experience your product deserves.
Have an omni-channel or glocalisation challenge?
Looking for smarter ways to bring your brand to life through creative technology?
Let's build the experience your product deserves.