Creating an interactive educational tool for Teleflex to support the LMA™ laryngeal mask portfolio
Background
Teleflex™ is a global provider of medical technologies, with a diverse portfolio that spans multiple medical fields and includes the Laryngeal Mask Airway (LMA™) range.
The LMA™ brand includes a range of devices that are used to support airway management during anaesthesia or in emergency situations. The original LMA™ was pioneered in the 1980s and was the first of its kind, providing an important new option for airway management in a range of clinical situations. Elion has a long history of providing medical writing and marketing support for the LMA™ portfolio.
The Brief
Teleflex™ challenged Elion to reimagine how the legacy and impact of the LMA™ brand could be reignited. The goal: to create an interactive educational tool that would empower both sales teams and healthcare professionals (HCPs) when considering device options for airway management. The tool needed to be more than just training content; it needed to celebrate the remarkable heritage of the LMA™ brand and showcase its versatility across a range of clinical situations.
After receiving the initial brief, we collaborated online with the Teleflex™ team in Europe to refine our plan to produce a highly visual and engaging online tool.
Our Solution
We established a small team at Elion to work on this project, with the benefit of some writers having a wealth of experience with the LMA™ brand and others having a fresh perspective. Using Miro (an online whiteboard platform), the two lead writers mapped out a wireframe for the tool and outlined key content. We presented and discussed the Miro board with the client over Microsoft Teams, then incorporated their feedback. After finalising the content outline, our team of writers developed the first draft. From draft to finalisation, we followed a structured process to ensure accuracy, consistency, engagement and agreement with the brief. Steps included the development of a reference pack, data check, editorial review and client reviews. We worked with MCC, a design agency in the UK with whom we have a long-standing relationship, to turn the content into an interactive online tool.
Outcomes
The final product is an intuitive, visually engaging tool that empowers sales teams and HCPs alike.
A segment for sales representatives provides background information about airway management and detailed product information.
A multi-faceted segment for use with HCPs includes clinical data summaries, product information, clinical guidelines and more.
Seven patient case studies provide a patient-focused approach to learning how and where specific LMA™ products can be used.
The case studies are also an interactive way for sales representatives to highlight the clinical considerations when choosing and using an airway device.
To reignite the impressive heritage of LMA™, we developed a history section.
An interactive timeline illustrates the history of LMA™ and showcases the variety of products in the range.
Looking ahead
Elion is proud to have played a key role in rejuvenating the LMA™ brand, ensuring that its rich legacy remains relevant and impactful
By equipping sales teams with an engaging and well-structured educational tool, we’ve helped them feel confident discussing the products, reinforcing their expertise and strengthening customer interactions. As our partnership continues, Elion will proceed to explore ways to help ensure the full potential of the LMA™ brand is reached.
It is an exciting time to be developing engaging educational and marketing tools. Future tools to consider include innovative technologies such as interactive AI-driven learning modules to personalise training experiences and augmented reality features that offer immersive demonstrations of products in clinical settings. Additionally, tools for capturing questions and clinical insights enrich learning opportunities for both the customer and the supplier and can be used to refine messaging.
