Nov. 11, 2010 The CLIO Healthcare Awards honored Risdall Marketing Group by recognizing the agency with a sliver and bronze CLIO Award at the second CLIO Healthcare Awards on November 12, 2010. RMG received the silver award in the Disease Awareness category for their work with a Fortune 100 healthcare client and the bronze award in the Integrated Campaign category for their work on GoGirl. View >
Jan. 21, 2010 As part of its 2010 plan, Risdall Marketing Group (RMG) has reorganized its creative team to meet the needs of today’s businesses. Lara Balai and Tina Karelson have been named presidents of creative, and Erik Kvålseth has joined the agency as creative director/copywriter. View >
RMG is an independently owned, full-service advertising and branding agency staffed with senior-level marketing professionals, world-class creatives and top-notch production and development teams. Our track record of success extends across the medical device, health care, biotech and other medical markets. We've worked with large companies, small companies and start-ups to meet a wide range of marketing challenges.
Translating complex science into clear, concise messaging, we create effective, fully integrated communications that resonate with customers and end users, clinicians and patients, purchasing organizations and C-level decision makers. We can speak to narrow medical specialties or more general markets, as well as peripheral and supporting markets.
Simply put, we can distill a sea of data into on-brand messaging that meets FDA and CMS guidelines and supports meaningful, business-building relationships between you and your audiences. Our experience includes:
Risdall Marketing Global draws expertise in strategy, sales, marketing and transcreation from a variety of top-notch professionals from diverse backgrounds with offices located in the U.S. and the U.K. Other global resources are available as needed to help build your brand's success around the world.
The relationship between your customer, your company and your products or services defines your brand. Every point of contact must strengthen and enliven that bond. Our approach to building enduring brands—brands that dominate—is based on a time-tested and market-proven process that:
Product launch campaign An integrated media campaign supported the formal launch of this next-generation peripheral embolization device at the 2007 meeting of the Cardiovascular and Radiological Society of Europe (CIRSE).
Brand strategy, name, visual identity, website, supporting communications Baxter Healthcare dominates the peritoneal dialysis (PD) category in the U.S. But less than 8% of dialysis patients use it, spending many hours in hemodialysis centers instead of utilizing PD at home. To engage patients directly and help them understand the PD option, Risdall worked intensively with Baxter to develop a branded consumer movement called Live Now. The name connotes optimism and energy, and the warm, upbeat color palette and active design elements reinforce the message. The brand soft-launched in October 2010. It is complemented by a physician-targeted effort, Home by Baxter, that Risdall also created.
Brand identity package, website design and development The launch of this new electronic stimulation (e-stim) product—designed to build muscle strength and tone—required a sleek, retail look and feel that would appeal to an adult female audience concerned about fashion and fitness.
Brand identity package, promotional materials As Devicix was planning to expand their business nationally; they needed an entire brand identity package that cohesively told their unique brand story to an audience of medical companies seeking device engineers.
New product launch Empi, a company specializing in physical rehabilitation products entered the veterinary market with a non-invasive (needle-free) drug delivery system. This technology, iontophoresis, was already widely used on human patients. The ads and teaser mailers met the goal of generating buzz for the product, and the subsequent primary mailing piece generated a high response rate of 6.5%, inspiring Empi to print more pieces and run second and third mailings.
Social media, web design & development RMG has worked closely with Fairview in designing and developing major portions of this large health care system's web presence. In addition, a social media mapping and monitoring solution allows Fairview Health Services to observe its brand in the online world and enables them to monitor trends, identify influencers, and increase share of voice.
New product launch GoGirl is a unique product that required a unique approach. The positioning of GoGirl to appeal to a mainstream female market had to be just right. A full array of initiatives has been introduced with resounding success, including graphic design, social media, public relations and extensive web development. This comprehensive planning, branding and marketing approach has given a new, unconventional product the grand entrance it needed for rapid growth.
Branding, messaging, advertising, sales kits Hospira's migration from commodity medical supply sales into a provider of innovative technology solutions started a transformation in infusion management positioning within hospital environments. Extensive research, brainstorming and testing resulted in brand positioning and product messaging that shape the overall customer experience and are deployed through a variety of print communications.
Website design and development The HWB website serves as an information resource for investors and hospitals and allows users interaction through a rotating world map that demonstrates the global reach of the company.
Collateral materials, Flash presentation OptumHealth Financial Services needed materials to support its Electronic Payments and Statements (EPS) product to payers—typically insurance companies—that can use the system to move toward paperless transactions. Materials had to clearly communicate how EPS works and what benefits it provides. A folder system and complimentary flash presentation allowed viewers to get a high-level, visually compelling peak at the service.
Branding, logo, tagline, website, collateral POET’s launch in the Medication Therapy Management category required a look that was distinct and credible. POET’s relevance to pharmacists, hospitals, payers, pharmacies, pharmacy benefit managers and investors required a streamlined look that was relatable, fun and of course, trusted.
The new name, logo and tagline came to life on the website and sales brochure, both designed with a style that helped POET fit into the medical category, but also stand out as fresh and new.
Rebranding, web redesign, collateral, PR A wide range of corporate-identity and brand-specific projects for this ophthalmic lens manufacturer began with a comprehensive rebranding process for the relaunch of the LifeRx brand of photochromic lenses. Other work has included updating the Vision-Ease website with a high-end, high-tech look that appeals to multiple trade audiences— labs, eye care providers, large retailers—and to consumers, too.
Collateral The InterFuse™ Interbody Fusion System is a novel, minimally invasive spinal fusion technology that competes in a crowded marketplace. To meet VTI's need for an inexpensive communication vehicle to rise above the clutter, existing product photography was combined with concise copy. The interior of the brochure explains the product and its benefits to surgeons, while the cover photo expresses the very real joy of patients who are free of back pain.
Brand identity package, print advertising, retail branding, website design and development The first store exclusively devoted to non-pharmaceutical sleep solutions required a full retail branding initiative. A clean, clinical feel was balanced by calm, soothing imagery to appeal to a mature female audience in search of an holistic approach to sleep.
Interactive creative/art director Matt Bergen brings experience, versatility and a proven talent for success to RMG where his medical clients include Baxter Healthcare and Pioneer Surgical. Prior to joining RMG, Matt worked at MRM Worldwide for clients including General Mills, General Motors, H&R Block, National City Bank and Purina. Matt also worked at Martin/Williams Advertising where he was on the creative teams for Lincoln Financial, Pfizer, Marvin Windows, Payless Shoes and Revlon. Matt holds a B.F.A from Moorhead State University and an M.F.A. from Tyler School of Art.
As strategist, Ashley conducts quantitative and qualitative research for her clients in order to gain a better understanding of their target audience, brand perceptions, and other factors that influence opinion and behavior. Using an analytical eye to decipher research results and an innovative perspective to uncover insights, Ashley then develops branding, positioning and messaging strategies that will drive her clients' marketing communications. Ashley's medical experience includes Baxter Healthcare, Canopy Medical, Donatelle Medical Manufacturing, Fairview Pharmacy Services, National Marrow Donor Program and Vision-Ease Lens. Ashley is a graduate of the University of Wisconsin – Madison with a B.A. in Journalism and French.
The president of Risdall Online Marketing, Josh helps clients use the internet to promote their products, services and web presence in the most effective way possible. He is expert in search marketing optimization (organic and sponsored), online media buying, affiliate marketing and web analytics and uncannily focused on ROA/ROAS/Performance. His experience includes Baxter Healthcare, Fairview Health Services, GoGirl, Hearing Components, Montgomery Dental, Orthodontic Care Specialists and 3M. He holds a BSB from the University of Minnesota's Carlson School of Management.
Outstanding Web design and state-of-the art animation skills are what interactive art director Phil Hoeschen brings to the table for his RMG clients. Additionally, Phil's skills in 2D and 3D animation and experience in audio engineering and graphic design help bring a new level of refinement to clients' Web concepts and design. Phil's medical experience includes work for Associated Dental, Baxter Healthcare, Biothera, Fairview Health Services, Genentech, Hybrid Medical Animation, Medafor, Medtronic, OptumHealth, PureZone and Zirc, among others. Phil attended the School of Communication Arts (Multimedia Design & 3D Animation), Academy Education (Multimedia Design) and Hennepin Technical College (Audio Engineering).
As creative director and copywriter, Tina brings decades of experience to her leadership role in the creative department. Her ability to understand complex information and concepts and distill them into clear, compelling communications is the foundation of her success with clients like AGA Medical, Baxter Healthcare, Compex, CoreSpine, Fairview Pharmacy Services, OptumHealth, POET (Pharmacy Outcome Enhancement Technologies), Vertebral Technologies and 3M. Tina has a B.A. in English and Journalism and an M.A. in English from the University of Minnesota. She has been a winning contestant on the game show Jeopardy!.
As a creative director and copywriter, Erik combines stellar creative vision with clear, down-to-earth writing to communicate and promote the brands of companies inside and outside the medical community. Prior to working for RMG, Erik spent time at Carmichael Lynch and Martin/Williams working in a variety of media for an extensive list of internationally known blue-chip clients. His medical experience includes Baxter Healthcare, HealthPartners, OptumHealth, Pioneer Surgical and UnitedHealth Group. His work has been recognized by the One Show, the Clio Awards, Communication Arts and Print. He received his B.A. from the University of Minnesota with majors in History and Mass Communication.
As strategic planning director, Helen immerses herself in each client's business and takes a holistic approach to addressing marketing and business goals. Her career has encompassed roles such as account management, account planning and trend forecasting. She has put her energy and passion for strategy to good use for Baxter Healthcare, Cerner Corporation, North Kansas City Hospital, OptumHealth, Payless Shoes and Target. Helen has a B.S. in Journalism from the University of Kansas.
President of Risdall Strategic Consultation, Cindy helps clients connect with their target markets and create real business momentum. Her past agency experience includes Ogilvy & Mather, Euro RSCG and JWT, where she was a Partner and Group Planning Director. Her experience includes developing strategy, research and architecture for clients such as Fairview Pharmacy Services, Glaxo SmithKline, Metamucil, OptumHealth and Pfizer Animal Health. On any given evening, you may find her reading a book on evolutionary psychology, astronomy, sociology or intellectual history. She holds a B.A. in English from Northwestern University and a Masters of Management from Northwestern's J.L. Kellogg School.
President of Risdall McKinney Public Relations, Rose advocates a results-that-matter approach that correlates a client's PR activities with its business objectives. Prior to forming RMPR, she was part of the senior leadership team at Karwoski & Courage Public Relations, an Omnicom affiliate, where she directed client-service initiatives, provided strategic counsel and led major B2B and consumer campaigns, as well as the "Put Children First" initiative that saved the Twin Cities Shriners Hospital from being closed and was named PR Week magazine's 2005 Healthcare Campaign of the Year. Other clients have included Blue Cross and Blue Shield of Minnesota, MedAdvisor, Medica, Nation's CareLink, Sandoz Nutrition and Schering Plough. Rose is a graduate of Drake University and holds the Accredited Public Relations (APR) designation from the Universal Accreditation Board.
Chris has a broad range of online marketing experience, with a focus on search engine optimization (SEO) and search engine marketing (SEM). As vice president of Risdall Online Marketing Group, he plays a key role in helping our clients maximize their presence on the internet. Clients have included AGA Medical, Allina Hospitals & Clinics, Baxter Healthcare, Healthways, Hospira, Metro Dental, PureZone, Spectacle Shoppe and Vision-Ease Lens. Prior to joining the Risdall team, one of his jobs included assisting Google engineers with the interface for Google Checkout. Chris has a B.S. in Marketing from Montana State University.
John created Risdall Advertising in 1972 after working for others as a copywriter and account supervisor handling Benson Optical, Blue Cross, Pillsbury and Sara Lee. The agency has since blossomed into a multi-dimensional advertising and marketing organization serving hundreds of clients locally, nationally and globally. Although his business and community accomplishments are too numerous to list, in 2009, he went back to the University of Minnesota after a 41-year hiatus and successfully completed his Bachelor's degree.
While most people thought the Internet was about bulletin boards and chat rooms, Chairman Ted Risdall was already demonstrating that e-commerce had a profitable future for most businesses and proving that the Web could be an effective new vehicle for advertising and marketing. His commitment to technology and talent firmly established RMG Interactive as a major player on the national scene, where the agency is consistently ranked in the top 50 Interactive Agencies in the country. With well over a thousand Web sites under its belt, Risdall Marketing Group integrates top design with functionality in cost-effective implementations. Ted has a master's degree from the American Graduate School of International Management (Thunderbird).
Jared believes in the power of connecting brands with consumers in new and innovative ways. As President of Risdall Integration Group, Jared focuses on leveraging the strengths of Risdall Marketing Group's many divisions to develop solutions for clients that harness the power of integrated marketing for clients including Fairview Health Services, University of Minnesota Amplatz Children's Hospital and University of Minnesota Medical Center. Jared holds a bachelor's degree in marketing from the University of Minnesota and a master's degree in integrated marketing communications from the University of Colorado.
As Director of Media Services, Jim brings decades of experience with advertising agency and client-side media planning and buying. While media director at NordicTrack, Jim was responsible for growing his department from five to 18 people and increasing media spending from $10 million to over $50 million. Jim was also the first media director at Fallon McElligott Rice (now Fallon), where he built a 34-person media department and was responsible for billings in excess of $60 million annually. He has worked with clients like AGA Medical, Baxter Healthcare, BioScrip, Go Girl, Hospira, Medica and Miracle Ear. He has a B.A. from the University of Minnesota and an M.S. from Northwestern University.
As senior vice president in the public relations area, Joel has a broad base of experience in health care and education. Among his successes at Risdall, he has helped turn a feminine medical device into a hot consumer brand called Go Girl, led an integrated market visibility campaign for a publicly traded wellness company, helped a local assisted care facility through a major media crisis, and re-branded a prominent social services nonprofit. Clients have included Allina Health System, Baxter Worldwide, Blue Cross, Buyer's Healthcare Action Group, Entellus Medical, Healthways, Metro Dentalcare, the Minnesota Hospital Association, Prime Therapeutic, the Ronald McDonald House and SurModics. Other clients include a host of education and government-related entities. Joel has a Bachelor's degree from St. Cloud State and a Master's from Bethel University.
From developing and executing a fully integrated marketing plan to taking care of last-minute projects, we have the flexibility and breadth of services to make the most of your brand. Our pool of in-house talent is ready to plan and create communications with style and substance—whatever you need, at any point in the development cycle, no matter how complicated the story.
Our dedicated service, strategic focus and compelling creative—including award-winning online marketing—will support your brand and your business through a variety of communication channels.
RMG can help you achieve your business goals, tackle your market challenges and enliven your brand initiatives. For more information, call Ted Risdall at 651-286-6701.
Ted Risdall 651-286-6701
ted@risdall.com
Joel Swanson 651-286-6774
jswanson@risdall.com
Kevin Deshler 651-286-6763
kdeshler@risdall.com