Positioning Vitrolife as a full-range provider of IVF solutions

INTEGRATED STRATEGIC COMMUNICATIONS CAMPAIGN

Assignment

Vitrolife was evolving from a supplier of individual IVF products into a provider of integrated solutions covering the entire IVF process. The portfolio had expanded significantly through product development and acquisitions, creating one of the most comprehensive offerings in assisted reproduction.

Our assignment was to develop a global communications campaign that would help IVF clinics understand the breadth of the portfolio, strengthen confidence in the products, and position Vitrolife as a single partner across the entire IVF workflow. Cost-efficiency was an important consideration.

Solution

The challenge was not only to present the product portfolio, but also to communicate the value of using integrated solutions throughout the IVF process. This led to the campaign message "Maximise success every step of the way", capturing both the breadth of the offering and Vitrolife's ability to support IVF clinics at every stage of the IVF process.

The message was supported by a visual concept centred on the ultimate outcome of IVF treatment – a healthy baby held in the palms of two hands – evoking associations with safety, care, and success. A complementary visual illustrated the key stages of the IVF journey, providing a clear and tangible overview of how Vitrolife supports every step of the process. To strengthen credibility, the campaign included detailed descriptions of the products used at each stage.

To achieve the communication goals, maximise impact and cost-efficiency, we created an integrated campaign spanning digital communication, print sales materials, congress activities, and advertising. A responsive campaign website made both the campaign and portfolio information accessible year-round, while also serving as the foundation for interactive iPad stations at IVF congresses. Film was produced for congresses, social media, and the corporate website, extending the campaign's reach across channels and over time.

Outcome

The campaign successfully positioned Vitrolife as a comprehensive provider of IVF solutions and strengthened awareness of the company as a full-range supplier supporting every stage of the IVF process.

By presenting the portfolio as a connected offering rather than a collection of individual products, the campaign created a clear and compelling market position. Consistent implementation across channels and over time generated significant impact, helping both customers and employees gain a better understanding of the breadth and value of the Vitrolife portfolio.

The campaign materials remained in use for many years and helped establish messaging that influenced how integrated IVF solutions were subsequently communicated within the market.