Assignment

Vitrolife was preparing to launch iDAScore, an artificial intelligence tool designed to support embryo evaluation in IVF treatment. As one of the first AI-driven solutions in reproductive medicine, iDAScore had the potential to transform embryo evaluation in IVF laboratories worldwide. Our assignment was to develop a communication concept, campaign messaging and launch materials that would position Vitrolife as a leader in AI for IVF clinics.

First out would be a teaser campaign prior to launch. The visual concept needed to emphasise new and exciting technology, while maintaining a strong human focus. It also had to match Vitrolife’s overall visual branding.

Following the teaser campaign, messaging and sales materials were developed to demonstrate iDAScore's efficacy and build trust among IVF clinics.

Solution

Through a bold and highly distinctive communication concept, we positioned Vitrolife as a leader in AI solutions for IVF clinics. Unlike anything previously seen in the IVF market, the visual concept was designed to generate attention, strengthen recall, and clearly differentiate iDAScore from competing solutions.

Another key element of the concept was the tagline “Empower your decisions”, which we developed to capture the product's core value for IVF professionals: more confident embryo evaluation supported by artificial intelligence.

Film was an important element in creating powerful messaging and differentiating from competitors. We produced films for use in social media (Facebook, Instagram, Twitter, LinkedIn), on the corporate website, and for sales meetings and presentations. The Covid-19 pandemic hit just before launch, making the films even more vital since all congresses and meetings moved online.

Artificial intelligence was still a relatively new concept within IVF when iDAScore was launched. The communication challenge was therefore not only to introduce a new product, but also to build confidence in AI-assisted embryo evaluation and demonstrate its value within established IVF workflows.

Outcome

The campaign cut through a competitive market characterised by similar messaging and visual expression, generating strong awareness around iDAScore and helping establish Vitrolife as an early leader in artificial intelligence for embryo evaluation and IVF decision support.

This project demonstrates how strategic life science marketing can help accelerate adoption of artificial intelligence in IVF, translating complex technology into clear value for fertility clinics and reproductive medicine professionals.