The healthcare industry has a very unique set of needs, and these are seldom adequately understood or addressed by suppliers and other industry partners. It is a very difficult industry to gain leverage in. With this campaign, however, Canon has targeted healthcare businesses by addressing industry decision makers in their language, and by identifying the issues and pain points most salient to them. All the elements here were part of a comprehensive campaign based on in-depth healthcare industry research, and part of Canon’s drive to become an indispensable partner to clinics and other healthcare practices throughout Australia.
Senior Copywriter (Freelance)
The Zoo Republic
B2B campaign – various elements