We took a multimedia approach to telling the iDrive’s story throughout the marketing collateral, which encompassed not only the brochures, but designed and branded pocketed folders for swapping out the appropriate information. A clever and convenient audio card was instrumental in telling busy hospital teams about Covidien’s innovative product, which promises faster recovery time for patients in addition to the benefits provided to users – surgeons and OR staff. Presenting the iDrive as a win/win for staff, doctors, and patients alike was our primary goal, one that we met and exceeded due to our experience in branding strategy.