Case Study: Olympus boosts upgrades and sales with Brands2Life’s repositioning campaign

Olympus boosts ETD-5 upgrades and sales with Brands2Life

Olympus, a medical systems provider, faced the challenge of convincing cost-sensitive clinicians to upgrade to their new, higher-priced ETD-5 scope-cleaning device. The vendor Brands2Life was tasked with repositioning the product to prove its value and drive sales against lower-priced competitors.

Brands2Life reframed the conversation from cost to patient safety, creating a high-impact 3D animated film and "Difference is Clear" messaging to showcase the product's clinical excellence. This approach successfully shifted perceptions, triggering increased demand from new customers and driving upgrades from existing users. The campaign elevated the ETD-5 as a trusted premium product in hospital procurement, delivering significant commercial momentum for Olympus.

Olympus