CoolSculpting®

Audience Development

Project Overview: As the project manager for CoolSculpting®'s brand repositioning and audience development initiative, I led a comprehensive effort to transform the perception of this non-invasive body contouring treatment from Allergan Aesthetics. Our goal was to build consumer interest and trust, strengthen relationships with healthcare providers, and drive business growth in a highly regulated environment.

Objectives:

  1. Reposition CoolSculpting® as a trusted lifestyle brand

  2. Increase consumer confidence and engagement

  3. Enhance relationships with healthcare providers

  4. Drive business growth and brand loyalty

Key Challenges

  1. Navigating a highly regulated environment

  2. Shifting perception from a pharma brand to a lifestyle brand

  3. Educating consumers on the importance of personalized treatment plans

  4. Adapting to increased competition and COVID-19 pandemic challenges

Solutions

  1. Developed a comprehensive brand strategy focusing on partnership and long-term results

  2. Created tailored user journeys and engagement tactics for different audiences

  3. Implemented a cohesive visual identity and communications strategy across all touchpoints

  4. Redesigned websites to provide more engaging and informative experiences

Scope

  1. Market research and consumer behavior analysis

  2. Brand strategy development

  3. Visual identity refresh

  4. Communications strategy overhaul

  5. User journey mapping

  6. Website redesign —both consumer (B2C)and healthcare provider (B2B) sites

  7. Content development

  8. Creative asset development and production

  9. Engagement tactics creation for different audience personas

  10. Brand launch planning and implementation

  11. Performance monitoring and analytics setup

  12. Ongoing campaign creation and management

  13. Strategy refinement and optimization

Methodology & Approach

    • Conducted market research and consumer behavior analysis

    • Identified key insight: chronic under-treatment due to focus on one-off

    • Repositioned CoolSculpting as a lifestyle brand partner

    • Defined new brand values: trust, empowerment, confidence, and results

    • Updated brand visuals, fonts, colors, and iconography

    • Created new usage guidelines

    • Developed new content pillars and messaging framework

    • Aligned all communications with new core narrative

    • Created detailed user journeys for different audience personas

    • Developed tailored creative and engagement tactics

    • Reimagined consumer website as an aspirational storytelling platform

    • Revamped healthcare provider website for better patient expectation setting

    • Rolled out new brand assets across all channels

    • Launched redesigned websites

    • Established regular performance monitoring across all channels

    • Continuously refined creative and distribution efforts

Outcomes

  1. Successful shift in brand perception towards a trusted lifestyle partner

  2. Business growth despite challenging market conditions

  3. Rapid success of promotions (e.g., one-day sellout using our creative and strategy)

  4. Improved engagement with both consumers (B2B) and healthcare providers (B2C)

Key Takeaways

  1. The importance of deep consumer insights in driving effective brand repositioning

  2. The value of tailored user journeys in creating more targeted and effective communications

  3. The need for flexibility and adaptability in strategy implementation, especially during uncertain times

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