“I AM COLLEGE PARK” is a branded print campaign that spanned across a large range of promotional and advertising mediums. As the medical industry is seeing an increasing amount of patient advocacy and research, College Park wanted to tailor their marketing to focus more on their patient demographic. The components are a subtle balance between technical information, patient profiling and product branding.
The strategy behind the “I AM” statements was to focus on placing the patient in activities they could perform, instead of listing features and benefits. By helping patients visualize and identify with different personas, activities, ambitions, and interests — the product becomes a more realistic solution to their needs.