The challenge
A major partnership shift, a tight window, and a market that knew Siemens — not Sysmex.
In regions where Siemens Healthineers had been the distributor, Sysmex’s haemostasis portfolio was largely invisible to lab buyers and procurement teams. The change in partnership created both urgency and opportunity: Sysmex could now offer a full 360° haemostasis solution — instruments, reagents, services — that competitors could not match. The question was how to communicate that shift clearly, credibly, and fast.
The campaign needed to do three things at once: announce the change, demonstrate the breadth of Sysmex’s new capabilities, and build enough trust to convert awareness into pipeline — all while maintaining consistency with the broader corporate brand direction.
The strategy
One claim. Four dimensions. A complete solution story.
Rather than leading with product specs, the campaign was built around a central call to action: “Activate your coagulation powers.” This framing turned a product launch into an empowerment narrative — positioning Sysmex not as a vendor, but as the partner that unlocks a lab’s full diagnostic potential.
Strategic decision
The “Four Powers” concept organises every benefit into four audience-relevant dimensions — each addressing a different decision-maker: lab managers (productivity), clinicians (analytics), operations teams (workflow), and procurement (services). One framework, four entry points.
The four powers framework
01
Powerful Productivity
Up to 450 tests/h · Smallest footprint in Sysmex haemostasis history
Efficiency and task streamlining — the CN-Series turbocharges lab throughput. For lab managers under capacity pressure, this is the decisive argument.
02
Analytical Power
Multi-wavelength technology · Clot waveform analysis · HIL checks
Advanced analytics for reliable decision-making. Addresses clinicians and specialists who need to trust their results — every single time.
03
Operational Power
120,000 samples without piercer change · LED light sources 5yr maintenance-free
Seamless daily operations with minimal hands-on time. Speaks to operations teams who measure success in uptime, not features.
04
Powerful Services
Remote support · Caresphere Academy · Lean Six Sigma workflow consulting
A complete service ecosystem — from remote diagnostics to on-site training. Addresses procurement’s need for a reliable, long-term partner relationship.
The visual concept
Human at the centre. Technology in orbit.
The visual language — clean whites, Sysmex’s signature teal arc, photorealistic lab environment — was designed to feel authoritative and premium, while the human figure and soft digital overlays kept the tone accessible and forward-looking.
Execution — channels & formats
360° rollout across 7 weeks, all markets simultaneously.
LinkedIn campaign (12+ posts)
Website / landing pages
Homepage pop-up
External newsletter
Internal comms (Viva Engage)
3D workflow animation
Testimonial video
Print / brochures
Social display ads
All EU markets, April 2024
LinkedIn content strategy — 7-week rollout
27 Mar
Teaser — “Stay Tuned”
Awareness build before launch. No product mention — pure anticipation.
01 Apr
Campaign go-live — total solution announcement
First announcement: Sysmex as single-source supplier for instruments, reagents, and services.
04 Apr
Claim + key visual launch
“Activate your coagulation powers” — full campaign identity revealed.
08 Apr
Four Powers overview
Framework introduction — all four powers in one post, individual deep-dives to follow.
11–29 Apr
Individual power deep-dives × 4
One post per power, each with individual key visual and tailored copy. Productivity, Analytical, Operational, Services.
02 May
Services focus — Caresphere Academy
Emphasis on training and long-term support ecosystem.
07–14 May
#OneSysmex + hospital success story
Closing arc: social proof through customer story — hospital replaced 4 competitor analysers with 2 CN-Series units.
Impact
12+
Individual LinkedIn posts across 7 weeks
10+
Channels and formats with one consistent identity
EMEA
All EU markets activated simultaneously from April 2024
The campaign successfully established Sysmex as a credible standalone haemostasis partner in markets where Siemens had previously owned the relationship. The hospital customer story — four competitor analysers replaced by two CN-Series units — became the closing proof point of the campaign’s commercial argument.
Key learnings
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A framework beats a feature list — the Four Powers gave every stakeholder a relevant entry point into a complex product portfolio.
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Visual restraint builds trust — choosing human-centric imagery over literal CGI metaphors made the campaign feel premium, not gimmicky.
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Internal alignment unlocks external consistency — the media kit ensured 20+ EMEA affiliates communicated the same message across all local adaptations.
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Strategic context is the headline — leading with the Siemens transition gave the campaign genuine news value and urgency.