SAI case study
The concept and the pieces SAI used to present its new website
Three concepts, one chosen, and phased communication for healthcare professionals, distributors, and the company's own team.
The starting point
A new website doesn't introduce itself.
SAI needed to introduce its new website to healthcare professionals, distributors, and its own team.
A new website changes how people find information, and each audience needs an explanation in its own terms. A healthcare professional needs to know where the surgical technique guide is; a distributor needs to know where to find the full line; and the team needs to know how to use what was built.
What we found
- Three different audiences
- Owned channels
- A launch with a set date
The approach
More information, training, and connection.
We presented three concepts, and SAI approved the one that connects the website's three pillars: products, education, and events. Then came a pre-launch teaser and materials showing real screens from launch day onward.
The idea was to present the website as an evolution in how SAI relates to its audiences, rather than focus on the redesign itself.
Before the launch, a teaser with everyday scenes (operating room, doctor's office, work) hinted at easier access to information, without showing the website yet, along with a poll: “What would you like to find more easily?”
Starting August 10, 2026, a general video and one per pillar showed the real screens, each with a link to its section. The copy was adapted to each channel: visual and direct on Instagram, more context on LinkedIn, and simple messages for the sales team to send on WhatsApp, plus the internal email.
What we did
- Three concepts
- Pre-launch teaser
- Videos by pillar
- Copy by channel
- Newsletters
- Message for the sales team
The work
