How do we brand a new and unique mobile application to an audience that doesn't know it needs it?
POC Mobile is a unique mobile application designed to help Point of Care coordinators (POCCs) complete key tasks while on the go. Due to the nature of the testing that they support, a POCC does a lot of their work while "out and about" around hospital locations. Some of their time is spent at their desk, some walking around, and for many tasks they need to find a PC to access a desktop. This dictates how POC Coordinators work, and limits productivity.
Roche Diagnostics was looking to support the launch of POC Mobile with a clear marketing campaign to highlight its numerous benefits to POCCs, nurse administrators, and training coordinators. The campaign, Points of Care: Handled, was developed to speak to both the mobility and performance of the POC Mobile application. Because they can complete tasks directly at the point of care, POCCs are no longer tied to their desks and can get more done over a shorter timeframe, and all within the palms of their hands.