ICU Medical
B2C , Healthcare
Digital // Media Planning & Buying // Performance Marketing // Social Media
When ICU Medical acquired the Plum infusion system, it inherited challenges: claims of outdated technology and a shrinking user base. To counter these perceptions, ICU Medical reinvented the product, creating one of the most advanced infusion systems in the category. We were tasked with launching this innovation in a way that inspired trust and enthusiasm among nurses, pharmacists, and IT professionals—three critical, yet skeptical, audiences.
Extensive research revealed user confidence as the key motivator for our target audiences. Through customer interviews and beta feedback, we uncovered that the Plum Duo IV system addressed major pain points, making daily workflows more seamless and rewarding. This insight shaped our big idea—a campaign designed to disrupt the category’s clinical, sterile norm with messaging that celebrated the transformative impact of Plum Duo.
Our creative platform reimagined the professional experience for each audience:
Campaign visuals showcased each professional in a serene, empowered state, with every element—from photography style to typography—conveying ease and innovation.
Through disruptive creative and strategic insights, we proved that confidence in care leads to extraordinary results. In just ten weeks, the campaign delivered:
product demonstrations.
Programmatic banner CTRs more than
the industry average.
landing page visits.
Over
impressions.
of Marketing Qualified Leads.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.