Stoke

Background
Each year, millions of women undergo mammography screening for breast cancer. While routine assessments enable earlier detection and diagnosis, there are certain limits to the effectiveness of this modality, particularly among the 20% of women with dense breast tissue. While ultrasound has long been regarded as a valuable adjunct to mammography, clinicians have been frustrated by the productivity, quality, and reliability of hand-held ultrasound devices.

U-Systems is a medical technology company unwavering in their mission to assist radiologists in the early detection of breast cancer. They have spent the last decade developing an automated breast ultrasound system to provide consistent, accurate, reproducible, 3-D imaging.

Challenge
The radiology community’s adoption of new imaging technology has been marked by slow progressions. At the same time, reimbursement schedules for 3D ultrasound imaging have not been clearly established. While large-scale clinical studies demonstrate the clear advantages of ultrasound as a screening modality, many radiologists are waiting for others to establish a clear clinical protocol.

Though deep clinical trials are underway, U-Systems was challenged to do early-stage branding, pre-positioning the solution in the market.

Market research revealed that U-Systems successfully addresses many of the pain points for clinicians doing breast imaging. Beyond high-quality images, U-Systems’ solution enhances clinical workflow and productivity.

Stoke developed a brand strategy that distinguishes this game-changing innovation centering on "Integrity:"

The integrity of decisions, through image quality;
The integrity of screening, through managed clinical workflows;
The integrity of professionals, to do more in the fight against cancer.

Outcome
Stoke initiated a brand building program, positioning "SomoV" as an adjunct screening method with mammography. (Somo = Sonography + Mammography) A visual identity accentuates the 3D imaging capability. A new visual vocabulary distinguishes SomoV from the "Blue & Bland" clinical look and feel commonly seen in healthcare technology brands.

The system was extended to tradeshow booths, built environments, sales and marketing collateral, website, direct marketing, word-of-mouth campaigns and advertising.