The iDrive product is a groundbreaking, battery-operated, reusable endoscopic stapler. The brochures and other marketing collateral we were tasked with creating needed to support Covidien and this product in several business areas across three primary roles within a hospital setting – surgeons, nurses, and purchasing managers. Communicating the iDrive’s surgical features while making it attractive to purchasers required audience-specific brochures, which we designed using tailored photos and language for each targeted role.