One machine, two markets

One machine,
two markets

Omniwave is a shockwave device with a split sale. A clinic has to want it enough to buy it. A patient has to want it enough to walk in and ask. The site leads with the provider, because they hold the purchase, but it never stops selling the relief that brings the patient through the door.

Omniwave’s science was advanced but dense. The site had to make it clear enough to turn

complexity into provider leads.

Marketing Website

Medical

Dual-Audience

Scope: Website, Print & eBook Design • Timeline: 6 Weeks

Scope: Website, Print & eBook Design
Timeline: 6 Weeks

Challenge

The patient asks, but the provider pays

A device like this only sells if two different people say yes. The patient, who wants relief and will walk into a clinic asking for it by name. And the provider, who wants a return on serious equipment and won't buy a machine that doesn't pay for itself. They read the same homepage looking for opposite things. Speak only to the patient and no clinic buys. Speak only to the provider and no patient creates the demand.

Strategy

Sell the provider, arm them with the patient

The provider is the buyer, so the page leads to them: become a provider, book a call, the return on the machine. But a device only sells if patients walk in asking for it, so the patient never disappears. The relief story runs right alongside the pitch, showing a provider the exact demand they're buying into. The proof does double duty, a doctor's testimonial reassures a patient and recruits a peer in the same breath. One page that sells the machine and shows the provider who'll be asking for it.

Relief up front for both readers

Two doors, two readers

Proof that recruits and reassures

Every question a buyer asks

Relief up front for both readers

Proof that recruits and reassures

Two doors, two readers

Every question a buyer asks

Outcome

A site that sells the machine and builds its demand

A provider leaves ready to book a call and clear on the return. A patient leaves knowing what to ask for by name. The page closes the provider while quietly manufacturing the demand that makes the machine worth owning, which is the only way a split-sale device gets bought.

See it the way a provider or a patient does [Click-Scroll to Explore]

See it the way a provider or a patient does
[Click-Scroll to Explore]

Omniwave • In print

One machine, two fears

One machine,
two fears

Omniwave is one machine with two buyers. An athlete wants faster recovery. A beauty client wants results without a knife. So the covers and the photography go opposite ways, one selling what he's protecting, one what she's avoiding. Inside, it's the same brochure. The science, the proof, the three testimonials, all the same, because that's what the machine carries no matter who's on the table.

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