After a long product development cycle, marketing groups gear up to get the sales force out selling. Often, final product revisions or regulatory reviews can cause delays in the development of marketing collateral that are critical for a product’s launch.
IDEXX LABORATORIES, a worldwide leader in innovative products and services for veterinary, food, and water applications, faced such a challenge. Their revolutionary in-house veterinary chemistry analyzer was in regulatory review. IDEXX needed the sales force to begin building excitement before the final product would be available for photography or video.
Carrying a demo unit to customers wasn’t an option. Neither was shooting video of a system still in regulatory review that had not been produced. IDEXX turned to Elara Systems to create high resolution photorealistic images showing the analyzer in its finished form. Despite appearances, these were images, not photographs-a very important distinction since the product had yet to be made. The product only existed as design files in engineering software. The images were as effective yet far more flexible than photos or video. Once the analyzer was built in 3D it could be animated so the sales reps could show the system and how it interacted with related information technology systems. As the design progressed Elara Systems was able to update existing 3D models, ensuring the CD accurately depicted the analyzer’s final form and features.
Using rendered stills and animated segments extracted from the demo CD, IDEXX was able to have product support collateral available well in advance of the product’s launch.