Assignment

Following Vitrolife's acquisition of Log&Guard, an advanced monitoring system for IVF laboratories, there was a need to strengthen the product's communication and sales material. While the existing material described the system's features and technical capabilities in detail, it did not clearly communicate the value and benefits for IVF clinics.

Our assignment was to develop a develop a messaging platform and sales material that would clearly position Log&Guard against competing systems, increase awareness of its value, and support sales conversations with IVF clinics worldwide.

Solution

We began by reviewing existing material, interviewing product experts, and analysing competing systems. This revealed several opportunities to strengthen the communication, including valuable customer benefits that competitors were not actively promoting and customer needs that were insufficiently addressed.

A key insight was that the communication needed to speak to two distinct audiences: embryologists responsible for laboratory operations and clinic decision-makers responsible for investments. We therefore developed a messaging structure that addressed the priorities of each group while maintaining a consistent overall story.

Rather than focusing primarily on technical features, the communication was built around the benefits and value created by the system. Complex functionality was translated into clear operational, quality, and efficiency benefits, making it easier for customers to understand why the system matters.

To further strengthen the business case, we identified time savings as a key value driver and helped communicate its impact compared with manual laboratory checks. This created a tangible argument for improved efficiency and became an important tool in sales discussions with clinic management.

The messaging was supported by new visualisations and implemented across sales materials, presentations and digital communication.

Outcome

The new communication transformed how Log&Guard was presented and sold, shifting the focus from product features to customer value and business benefits.

By clearly communicating the benefits for both laboratory staff and clinic decision-makers, the material made it easier to understand not only what the system does, but why it matters. This created a stronger and more persuasive sales story, helping differentiate Log&Guard in a competitive market.

The sales organisation quickly embraced the material, which improved internal understanding of the product and provided a stronger foundation for customer discussions. The business area manager described the result as the best sales material he had seen, reflecting the significant improvement in clarity, relevance, and commercial impact.

Our approach

1. Analysis of the product and target groups
2. Analysis of competing systems
3. Key messaging insights
4. Messaging strategy and hierarchy
5. Development of key messages and visuals 
6. Content creation, copywriting and art direction