Historically, innovations in colonoscopes are tend to be incremental; an additional feature here or there, sometimes an evolution of the product name. So when PENTAX Medical was ready to launch a revolutionary new colonoscope they looked to GrayMatter to help them go big.
With RetroView™, PENTAX was introducing a breakthrough innovation that could help GIs go places conventional scopes can’t, increasing their chances of finding hidden polyps.
We put this front-and-center when developing the launch campaign Polyps Hide, RetroView™ Seeks.
A fully integrated print and digital campaign was supported by a dramatic video that communicated the power of RetroView™ and product animation that illustrated what a dramatic departure the technology was from conventional scopes. All elements were made available to reps on mobile devices and select printed pieces.