ATOS The Ideal Exchange
“Creating a compelling, multi-channel campaign for tracheostomy products.”
Atos Medical is a global medical device company, now part of Coloplast, specialising in solutions for people living with neck stomas following laryngectomy or tracheostomy. Its products help patients breathe, speak and live better, with an emphasis on innovation, education and long-term patient support.
Operating in more than 90 countries, Atos Medical develops specialist solutions including voice prostheses, Heat & Moisture Exchangers (HMEs) and tubes.
Atos Medical needed a creative, impactful campaign to educate healthcare professionals around its HME product range.
The target audience included Clinical Nurse Specialists, Consultants, Spinal Injury Unit HCPs and Intensive Care Unit teams.
The campaign’s primary goal was education – helping specialist nurses in clinical settings fully understand the benefits of HMEs, and showing how Atos Medical products deliver better long-term patient outcomes.
Ultimately, the materials would equip the sales team with engaging tools to drive meaningful conversations with clinicians.
We developed a unifying campaign concept and message: “The Ideal Exchange.”
Visually, the idea used a circular motif inspired by the exchange of air through the HME. Conceptually, the message carried a dual meaning: the exchange of air, and the exchange of patient challenges for innovations.
Further messaging explained how Atos products make life simpler – both for those living with a tracheostomy and their healthcare professionals. We used imagery that grounded the campaign in real-world clinical practice
Once the core idea was agreed, we translated it into a suite of flexible campaign assets. This included both printed and interactive versions of a detailed sales aid, designed to support structured, informed conversations, alongside a shorter leave-behind piece for quick reference.
We also created a supporting social campaign with both static and animated posts, to introduce the message to a wider audience and reinforce meetings.
Atos Medical’s first major campaign in some time was extremely well received internally, with overwhelmingly positive feedback from both marketing and sales teams. The new materials were praised for their clarity, creativity and ability to communicate key messages effectively.
The campaign also helped build awareness across social channels, supporting longer-term engagement and lead generation.
A key milestone was the National Sales Meeting, where the campaign was officially unveiled. The materials helped energise the sales team, creating momentum and confidence ahead of customer conversations.
