The Dutch Ophthalmic Research Centre, founded by the visionary Ger Vijfvinkel, provides ophthalmic surgeons with state-of-the-art equipment. With a new and exciting product in the early stages of development, I was hired to help shape the product name, positioning and messaging.

I came up with a new concept to create a unique space in the minds of target audiences by calling the product a ‘fluid control system’. This messaging strategy developed as I breathed life, heart and soul into EVA: “At the heart of EVA is a revolutionary fluid control system called Vacuflow VTi”. These and 5,000 other words of copy and content were used in a range of online and offline tactics.

View the DORC Case Study [PDF, 343 KB] or please get in touch to discuss how I can help make your product launch successful.