Case Study: Interactive Marketing & Multimedia

Need

Ortho-Clinical Diagnostics (OCD) is a leading global provider of health diagnostics products. With serious competitors like Roche Diagnostics, they needed to be current and effective with their product marketing. With Roche utilizing an effective, web-based video product promotional program, OCD needed to compete.

Challenge

Compete with the Roche program, in an engaging and cost-effective manner. OCD knew a lot about their customers. And they knew their customers needed to interact with a product before deciding to buy. With customers around the world, flying prospects and sales reps to the nearest demo model was costly. Shipping products the size of small car was out of the question. Roche was using video to demo their products, but MG Lomb had a better idea.

Solution

A web-based interactive product center. This web/CD based tool enables OCD’s prospective customers to interact with their product like it was in front of them, spin it and see all sides. You can zoom in, open doors, and activate mechanisms. Made from the engineering data, it’s an exact representation. For prospects who prefer simple, “self running” mini presentations were built in, explaining important features and benefits. Simply click on the option that interests you to view an animated demo. Seven languages were built into the MG Lomb solution.

Many of MG Lomb’s interactive products appear so real that people think they’re seeing photographs or video. Interactive products are not something any agency can do. Special capabilities and software (CAD and virtual animation) are required. MG Lomb maintains an on-site team dedicated to this.

Progress

During its first week of use, a sales rep sent an e-mail stating that the new solution was “EXCELLENT” and “generated significant interest” in a 4.4 million dollar sale. Sales reps use it to promote products to distant prospects, while talking with them by phone.

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