“It Fits Right” campaign launches a small product with a big impact

CASE STUDY

Product demo video created in partnership with Concept Media Productions.

Blue advertisement for Philips medical equipment featuring a 3D TEE probe and text stating, 'It fits right,' highlighting the X11-4t mini 3D TEE with a 35% smaller tip width, and describing its ease of use in narrow spaces and complex cases.

Advertisement for Philips medical device with the tagline 'It fits right,' showing a medical scope and details about its features.

Brochure pages promoting the Philips X11-4t mini 3D TEE, showing features, clinical images, and a healthcare professional using the device in a medical setting.

The challenge

Size matters in getting ultrasound images of the heart. If a transducer is too large, it presents risks to patients and access challenges for the clinician. For a baby with a congenital heart defect, the large size of traditional 3D TEE transducers simply won’t fit inside their body. For an older, more frail adult or a complex case, these larger transducers may be too risky. Because of this, too many patients can’t get the critical images they need for proper diagnosis and treatment. Compounding the challenge, for health systems to add a new transducer, it can be a costly and disruptive shift as not all transducers are designed to work interchangeably.

Recognizing this critical gap, Philips introduced the new X11-4t mini 3D TEE transducer, one of the smallest transducers on the market. It’s designed to deliver high-quality 3D TEE imaging to a broader range of patients from babies to older adults, all on the same familiar interface and system. To launch this new device, Philips needed a campaign that was fitting for this new product—one that would instantly communicate its clinical impact and operational advantages to stand out in a competitive market.

The solution

We created the simple, but visually striking “It Fits Right” campaign to showcase the benefits of this mini transducer. With a fresh, modern take on design for this product-centered campaign, we featured the remarkably small size of Philips newest TEE to make the literal point. The “it fits right” messaging framework effectively shows that the product fits right for more patients, fits right in the workflow, and fits right within the broader Philips ultrasound portfolio. This clear campaign had a meaningful impact on our audiences, resonating with clinicians and hospital decision-makers.

The well-received campaign extended across multiple channels, including email, landing pages, videos, social media, digital ads, and sales materials. By delivering a clear, compelling, and memorable message, the “It Fits Right” campaign positioned the X11-4t mini 3D TEE to provide better cardiac care for more people.

The results

It’s the holy grail when sales and marketing can deliver messages consistently. For sales teams, the “It fits right” messaging felt natural and intuitive, not like campaign-speak. Our client said, “EVERYONE that talks about the X11-4t says, ‘It fits right!’”. It’s successful messaging that sticks.

This campaign exceeded company and industry benchmarks. Nearly half of all visitors to the campaign landing page took an action—downloaded the brochure, watched videos, clicked on images, or submitted a request form—with average time on page over 150% higher than standard. The client said, “We received qualified lead submissions from this page, which is amazing as we usually don’t get many, if any, from product pages.”

This product campaign opened the door to a bigger Ultrasound portfolio-wide campaign. See the Cardiovascular Ultrasound case study.