Transforming RA Treatment by Changing the Equation
Setpoint Medical
Client
Setpoint Medical
Services
Marketing & Communications Strategy
Identity & Naming
Advertising & Conceptual Development
Creative Production
The Challenge
Create a mindshift in rheumatologists that although RA treatment was built on the belief in biologics and JAK inhibitors, a new, device-based option that can treat the root cause of RA is the new paradigm.
Strategic Decision
The A-Ha Moment
“A new option to treat RA means I can do better. Better for my patients, my practice, and my specialty.”
The Creative
Our conceptual stage began with the fact that SetPoint is a non-pharmaceutical treatment that activates the immune system to restore the body’s natural balance. We saw an opportunity to market SetPoint’s novel new implant as a call-to-action for rheumatologists: essentially that the time has now come to “Start Activating.”
This led us to landing on a fresh, ownable headline and campaign direction whereby we could engage our audience with myriad ways to do just that:
Start Activating the advancement of the field of rheumatology.
Start Activating the body’s innate neuroimmune pathways.
Start Activating the only medical device proven to effectively treat RA.
We launched the new SetPoint brand look and feel across multiple product communications: website, packaging, print executions, tradeshow materials, and more. Each execution delivered a vibrant, premium visual aesthetic that was unique and attention-grabbing in the RA landscape. Below is the design we created for the packaging of the industry’s only device-enabled option for RA patients.
We produced tradeshow booth graphics for SetPoint at the premier annual conference showcasing the current cutting-edge innovations in the field of rheumatology: the American College of Rheumatology (ACR Convergence). The new look and feel we conceived stood out in a sea of RA sameness that desperately needed a revitalization.
We knew the print material we were tasked to develop to introduce SetPoint’s new innovation would be integral in order to “Start Activating” a new mindset in professionals and patients alike: It’s time for a massive transformation in the treatment of RA. Our brochure design laid out clearly and elegantly how to utilize SetPoint to achieve that transformation.
“When we chose to partner with Mortar for our launch, we wanted a branding platform that would differentiate us from not just the plethora of medical device companies, but also big-pocketed pharma companies. I can undoubtedly say you guys got the brief and delivered an amazing platform for us to build on during the early years of our launch.”
— Ankit Shah, Vice President of Marketing, SetPoint Medical
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