Backstory – When you introduce game changing technology like Physiometrix - partnering with Baxter - did, strategically-driven integrated communication is vital. A direct readout of the brain as to how far a patient is under anesthesia needs to be communicated carefully to different audiences while maintaining common corporate and product branding.

Vision – The Patient State Analyzer for the brain is a tool that assists anesthesiologists in keeping difficult patients at the optimum anesthetic state.

Elements – Strategy and planning, corporate identity, direct mail, brochures, advertising, PR, multi-media presentations, roadshow for an IPO and annual reports.

Results – An IPO that sold out in one day and a start-up business that took an upward trajectory and finished with a successful exit selling to Hewlett Packard's Medical division.