All work

UNEEG medical

Launching a world-first breakthrough in epilepsy management

Summary

UNEEG medical, specialists in innovative neuro- and epilepsy science technology, turned to CBC to help launch its UNEEG EpiSight solution – the world’s first wireless, subcutaneous EEG solution for ultra-long term recording and analysis of brain activity in people with epilepsy.

The launch was aimed at two audiences: healthcare professionals (epileptologists, EEG technicians, epilepsy nurses, etc), and people with epilepsy, particularly the approximately 30% of epilepsy suffers diagnosed with uncontrolled variants of the condition.

About UNEEG medical

UNEEG medical is an ambitious, entrepreneurial MedTech company based in Denmark. It specialises in pioneering cognitive technologies for collecting, monitoring and analysing EEG data (brain activity) in people with epilepsy.

The company’s unique subcutaneous EEG solution for remote monitoring of brain activity was CE marked in 2019. This groundbreaking technology enables the ultra-long term recording of seizures while wearers go about their daily lives. The solution provides the epileptic community with objective, longitudinal knowledge of seizure burdens, insights not possible with current tools. The second iteration of the breakthrough – the wireless UNEEG EpiSight solution – was launched in September 2024.

CBC
CBC
Challenge
CBC was tasked with communicating the launch of the UNEEG EpiSight solution. The task was complicated by several factors:

1. The launch material had to overcome the inherent conservatism of a highly technically literate audience of healthcare professionals.

2. The material had to take account of the fact that a first-generation, non-wireless solution already existed. We had to maintain broad continuity with existing communications, while simultaneously emphasising the new benefits of UNEEG EpiSight.

3. Stringent regulations govern MedTech communications; benefit-claims have to be backed by empirical evidence.

4. The need to clearly explain the solution and its potential life-changing benefits to a non-technically literate audience of people with epilepsy.
Solution
CBC developed a launch campaign based around the core theme of “Let’s make uncontrollable epilepsy a thing of the past.” This message was seen as both a call-to-action for the entire epilepsy community, and an announcement that a truly revolutionary solution was being introduced in the area of epilepsy management. Using the theme also helps position UNEEG medical as the thought leader and dynamic innovator in the emerging field of remote, longitudinal EEG recording in everyday living.

To overcome the challenge of addressing different audiences with varying levels of technical literacy, CBC developed two parallel strands of communications: one optimised for healthcare professionals, the other for people with epilepsy. But both strands were characterised by a conscious decision to keep people with epilepsy centre stage. This human-focused approach not only reflects the values of UNEEG medical, it differentiates its EpiSight solution in an overwhelmingly technology-centric space.
Challenge Solution
CBC was tasked with communicating the launch of the UNEEG EpiSight solution. The task was complicated by several factors:

1. The launch material had to overcome the inherent conservatism of a highly technically literate audience of healthcare professionals.

2. The material had to take account of the fact that a first-generation, non-wireless solution already existed. We had to maintain broad continuity with existing communications, while simultaneously emphasising the new benefits of UNEEG EpiSight.

3. Stringent regulations govern MedTech communications; benefit-claims have to be backed by empirical evidence.

4. The need to clearly explain the solution and its potential life-changing benefits to a non-technically literate audience of people with epilepsy.
CBC developed a launch campaign based around the core theme of “Let’s make uncontrollable epilepsy a thing of the past.” This message was seen as both a call-to-action for the entire epilepsy community, and an announcement that a truly revolutionary solution was being introduced in the area of epilepsy management. Using the theme also helps position UNEEG medical as the thought leader and dynamic innovator in the emerging field of remote, longitudinal EEG recording in everyday living.

To overcome the challenge of addressing different audiences with varying levels of technical literacy, CBC developed two parallel strands of communications: one optimised for healthcare professionals, the other for people with epilepsy. But both strands were characterised by a conscious decision to keep people with epilepsy centre stage. This human-focused approach not only reflects the values of UNEEG medical, it differentiates its EpiSight solution in an overwhelmingly technology-centric space.

Key deliverables

  • Creative campaign concept
  • Communications strategy including core story and messaging
  • Photo and videoshoot incl model scouting
  • Solution film for online media and sales support
  • Sales support material targeted healthcare professionals
  • Patient information aimed at people with epilepsy
  • Online campaign elements incl. promotion and landing page
  • Launch package (press material, event material, etc.)

The “Let’s make uncontrollable epilepsy a thing of the past” concept underlines the transformative potential of the UNEEG EpiSight solution for the entire epilepsy community.

A new homepage for positions EpiSight as a paradigm shift in epilepsy management, while also providing sufficient technical details and benefits for a specialist clinical audience.

CBC
CBC

CBC produced a brochure to give busy healthcare professionals an overview of the solution, with a clear visual explanation of how EEG data flows from wearers to treating physicians.

CBC
CBC

We also produced an easy-to-understand brochure to educate potential wearers of the solution – and pre-emptively address any concerns they may have about privacy, comfort, etc.