CryoLife rebrands amid competition

The drive sees the company attempt to shift its marketing positioning to a more tangible proposition, for a product that remains in its infancy in Hong Kong.

A new brand logo has been created, along with a print campaign that is running in Vogue and Elle, along with medical trade publications.

CryoLife now faces competition from two other contenders in the market, prompting a more focused approach to its marketing, targeting an affluent demographic. At present, cord blood services are only available in six local private hospitals.  

“We want to push the education to the wider public, to anyone who has not had a family or baby yet, so they understand the usage of cord blood,” said Sierra Ma, senior marketing officer of Cell Therapy Technologies Centre.

“The challenge is that not many people are educated about this product, but since the competitors came, it has opened up the market.”

“We want to differentiate the brand by using a warmer colour palate (on the marketing materials) of orange and yellow to make it more approachable, contrasting with the cold colours that are predominant in the medical industry,” said Marc & Chantal founding partner Marc Cansier.

The campaign also includes a website revamp, along with new collaterals. Ma added that the new campaign aims to position the service as a medical one, rather than babycare.