Marketing support for Erba’s Blood Academy

Launching a game-changing training platform that transforms how medical professionals learn.

About Erba mannheim

Erba Mannheim is a global clinical diagnostics company with a clear mission: creating social impact in developing nations through innovative, affordable healthcare solutions. They’re already trusted worldwide for blood banking, clinical chemistry, critical care, and molecular diagnostics.

But being good at making products and being good at educating people about them? Two very different challenges.

The Challenge

Erba Mannheim had built their reputation on reliable diagnostic products. But in today’s healthcare industry, medical professionals expect more than just equipment – they want knowledge, training, and ongoing support.

The haematology sector particularly needed better training resources. Medical professionals were hungry for accessible, high-quality education, but existing options were either too expensive, too basic, or simply not available in their regions.

Erba saw the opportunity to serve their customers better while strengthening their market position. But launching an educational platform meant entering completely new territory – they needed to think like educators, not just manufacturers.

Brand Development Solution

This wasn’t about slapping their logo on some online courses. Erba needed to position themselves as genuine partners in professional development – experts who understand both the science and the learning process.

The approach had three key elements:

  1. Establish educational credibility. We created a distinct identity for the Blood Academy that positioned it as a serious educational institution, not just a marketing tool.
  2. Make complex simple. Developed visual systems and messaging that transformed intimidating medical concepts into clear, engaging learning experiences.
  3. Think globally, connect locally. Built flexible brand elements that could be adapted for different regions while maintaining consistency and professionalism.
Erba Mannheim Blood Academy Logo
Erba Mannheim Blood Academy Marketing Brochure Cover and inner spread
Erba Mannheim Blood Academy Marketing Brochure Spread

The Execution

The Blood Academy needed to feel substantial from day one. This meant comprehensive brand development across every touchpoint – from the platform interface to promotional materials to conference presentations.

The visual identity centered on precision and clarity – reflecting the accuracy required in haematology while making the content feel approachable. Every element reinforced the message: “Expert knowledge, made accessible.”

Launch materials included animated explainers that broke down complex procedures, print materials for conferences and clinics, and digital campaigns tailored for specific regional markets across EMEA and APAC.

The regional customisation was crucial. What resonates with decision-makers in Germany might not work in African countries. The flexible brand system allowed for cultural adaptation while maintaining the academy’s authority.

Platform Results

Immediate credibility:

  • Medical professionals took the platform seriously from launch
  • Regional teams had professional materials that opened doors

Market positioning shift:

  • Erba moved from “product supplier” to “education partner” in customers’ minds
  • Conversations shifted from price negotiations to value discussions
  • Competitive advantage that couldn’t be easily replicated

Foundation for growth:

  • Scalable brand system ready for platform expansion
  • Regional flexibility allowing for market-specific growth
  • Educational authority that supports broader business objectives