SAI case study
SAI's narrative and five communication territories
A way of speaking that puts education and what matters to the physician first, with the product in the middle.
The starting point
Everything was about products and the factory.
The website talked mostly about the factory, while the company had expanded its services and educational work.
Almost everything SAI communicated was about products and the factory. People saw another product, and the conversation ended there.
Meanwhile, the company was training healthcare professionals, organizing events, and serving its customers, and none of that had a place in its communication.
What we found
- Product-centered communication
- Each team with its own tone
- Education with no place in the message
The approach
Talking about education and what matters to physicians.
We built the value proposition around SAI's services and global outlook, and organized communication into five territories: who speaks, about what, and in what tone.
The brand wasn't redesigned: Better Together was kept, and the system was expanded so each territory had its own applications.
Each territory defines the topics, tone, and audience, so Product, Medical Education, and Sales can produce content without making the company sound different depending on who writes.
The narrative platform resulted in a brief and a prompt for each territory, so content could be created with AI within those criteria.
What we did
- Education & Knowledge
- Products & Solutions
- Innovation & Growth
- Customer Experience & Support
- Community & Engagement
Design of the territories' graphic variations: Tom Fontanarrosa, under the direction of Mariano Staudacher.
The work
What stayed in place
- 5communication territories
- 5channels: website, newsletter, Instagram, LinkedIn, and YouTube
- 16chapters in the narrative platform
- 7levels in the message architecture
