Challenge
A subsidiary with consistently high performance constrained by market access.
Solution
Launch newly branded campaign to first-party audiences maximizing in-house resources.
Result
Universal reach into multiple target markets producing new contracts, all at negligible cost.
Founded by two childhood friends, Mesmerize enjoyed steady success in out-of-home advertising before pioneering digital screens at the point of care.
A 2023 acquisition by MJH Life Sciences accelerated growth of its digital network for educational and treatment-focused messaging to patients.
Mesmerize is the epitome of leave-well-enough-alone. Its principals know their people, their products and their market. MJH is simply a magnifier.
When my team and I were invited to review the brand, I made it our focus to identify Mesmerize’s strengths, emphasize them, and get out of the way.
The business blends tech savvy with can-do humility. “Anyone can install digital screens,” so Mesmerize stands out through its personalized, white-glove touch.
I shaped the brand voice to be as plainspoken as possible, while reserving some nuance for corporate and enterprise audiences.
Then the real insight emerged.
Mesmerize’s chief reminisced about a marketing director from earlier days. But he didn’t tell me about creative or strategic brilliance.
What he loved was visibility. The marketer knew where to find new customer interactions and how to make them happen, again and again.
Mesmerize drives business by expanding its network. A network of what? Healthcare providers. Who enjoys trusted access to those audiences? MJH.
I put it together. Full-page ads across MJH’s portfolio of print media properties. In-house costs only. We would tell a story across three ads each issue.
We met. I presented the plan.
A sales lead piped up.
“That’s 3 ads per issue, right?”
“Yes.”
“You’re saying over 3 months, you’re going to run 81 ads across 9 publications?”
“…Yes.”
“That’s awesome!”
(We would go on to add 3 more.)
Check out my other work.
I can build your brand. Give it new life.
Let’s talk about turning vision into reality.