Re-energizing a healthcare leader’s service business

After-sales services have traditionally been a significant revenue source for Natus. In recent years, however, more and more cutomers were turning to local, independent suppliers for equipment maintenance and calibration. The downturn in demand was also affecting morale among service employees, who were reporting a loss of focus and direction.

Natus management decided to act decisively. After assessing several communincation and branding agencies, Natus selected CBC, tasking us with the following objectives:
- Increase the after-sales business, with a focus on calibrations
- Enhance the market’s perception of the value-adding potential of Natus services
- Improve the visibility and self-esteem of service employees
- Devise a distinctive yet relevant creative platform, together with core messages, across various channels

CBC devised the “More” concept as a way to re-energize Natus audiological services: to give them a highly distinctive yet relevant identity, together with an arsenal of compelling commercial arguments. The bottom line of the campaign is that services, especially calibration, are powerful business and clinical tools when performed by Natus.

The “More” campaign tied Natus’s disparate service offerings into a cohesive, easily graspable whole. At the same time, the concept is flexible enough to allow us to focus on the specific needs and concerns of niche audiences. The campaign also introduced a new, refreshing tone of voice into the company’s services communications—one that is direct, open and conversational. We also took care to raise the internal and external profile of service staff, designing new livery and other items.