Re-branding a medical tool that will make kids cheer.

Wednesday, December 21, 2016

Even though 80% of kids get ear infections, there has never been a way to diagnose them accurately. I didn’t know this till I met the founders of PhotoniCare, who told me they’d invented the first tool that lets doctors see through the eardrum to the middle ear, where the infection is.

PhotoniCare’s groundbreaking new technology is going to save kids from months of painful suffering – 9 months on average – not to mention the frequent misdiagnoses that lead to over-prescription of antibiotics, or mistaken decisions about surgery. All because doctor’s haven’t been able to see what’s really going on.

I was blown away when co-founder Ryan told me about their new device. He came up to me after he heard a talk I gave to companies that are commercializing tech innovations funded by grants from the NIH. After telling me about his device, he flipped open his laptop and asked me, “What do you think of our website?” I looked. The wow was getting lost in the complexity.


A new website that makes it all clear (Visit website)
“You need to clearly define the problem and the solution right upfront,” I said. I scribbled suggested copy on a napkin. The next day, the new text was up on the PhotoniCare website. These energetic guys don’t waste time. Still, the home-made site, which had worked fine while they were in R&D, wasn’t what they needed to take the company to the next level.

Luckily, co-founders Ryan Shelton and Ryan Nolan recognized that it was time to bring in a professional branding company, and engaged Reality2.

We analyzed the business environment, recommended a strategy, and brought it to life online to meet a range of objectives. PhotoniCare wants to attract strategic partners, generate pre-launch interest among pediatricians and ENT specialists and support new reimbursement codes with payors.

The website we developed makes an emotional and rational connection with the B2B audience, from doctors to potential partners. We present the problem and the PhotoniCare solution clearly on the homepage. One of my favorite panels within the site shows an otoscope from the 1880’s headlined, “Ear exam technology hadn’t changed much for centuries. Until now.”

The site explains the breakthrough: one of PhotoniCare’s innovations is to bring OCT (Optical Coherence Tomography) to ear examination. OCT, which is like ultrasound but uses light, is the gold standard for retinal examination. But you can’t use those gigantic desktop systems to examine ears. A PhotoniCare innovation is to miniaturize OCT to work in a familiar hand-held ear exam device. Painless. Non-invasive. Accurate.

Soon, PhotoniCare will be revolutionizing the way ear infections are diagnosed and treated. How often can a branding and marketing agency say that it’s helped make millions of kids happier and healthier? We feel really good about this one!

By Reality2