All work
Case

Natus

Re-energizing a healthcare leader’s service business

Summary

A leading provider of neural and sensory screening and diagnostic solutions, Natus was experiencing decreasing demand for its after-sales services. Too many customers were for example failing to order annual calibrations (the adjustments needed to optimize equipment accuracy). When they did order calibrations, too many chose third-party suppliers. This of course affected service revenues. It also risked compromising the accuracy of Natus equipment, as only Natus technicians have the certified expertise and ongoing training needed to ensure optimum accuracy.

Natus turned to CBC to reinvigorate the company’s services business with a fresh branding concept, visual identity and core messaging.

About Natus

Natus is one of the world’s leading developers of equipment and solutions to screen, monitor, diagnose and treat disorders affecting the brain, neural pathways and eight sensory nervous systems. Its extensive services offering includes equipment calibration, as well as an industry-leading education and training program. Headquartered in the US and with global operations, Natus is built on a healthcare heritage going back more than 85 years.

CBC
CBC
Challenge
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
Solution
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.
Challenge Solution
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.

Key deliverables

  • Brand communications concept and tagline
  • Visual identity campaign
  • Brochure
  • SoMe posts
  • Livery and leave-behind
  • Imagery
CBC
CBC

CBC devised and delivered a customer-focused communications platform around the “More” concept.

A new CBC-produced brochure presented the services and their and benefits for clinicians and patients.

CBC
CBC
CBC wrote and designed a series of LinkedIn posts targeting a wide range of audiences.
CBC
CBC

Raising the visibility and enhancing the perception of services employees is a key part of the campaign developed by CBC.