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Moving the needle in CAD

HeartForce - CardioClin Launch Campaign

Unmasking the silent killer.

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Industry: Medtech

Bridging the diagnostic blind spot in cardiac care

HeartForce challenged Norvell Jefferson to create a compelling go-to-market campaign for CardioClin. Coronary Artery Disease (CAD) is the leading cause of cardiovascular death, yet there is no standard, population-wide screening for it.

The goal was to position CardioClin as the smarter bridge between old-school risk scoring and modern digital diagnostics. We began by deploying a custom survey to selected physicians and patients to intimately understand the pain points across outpatient care, emergency services, and specialty medicine.

Multiple Blood Collection Vials

True north

A new vital sign

The core challenge was shifting the mindset from reactive treatment to proactive detection. For years, CAD has remained asymptomatic until a severe event occurs.

Our strategic true north centered on positioning CardioClin as a new, measurable vital sign—a precise, non-invasive triage tool that assesses the heart's mechanical health. By combining acquired clinical context with functional cardiac signals (SCG) through a patented AI Engine, the messaging empowered clinicians to rule out CAD safely and efficiently, without unnecessary, expensive imaging.

Collage of Human Photography

Ideation

Visualizing the Invisible

How do you visualize a disease that hides in plain sight? The team explored several visual and verbal universes, focusing on themes like "Triage the one in a thousand" and "Detecting CAD's whispers earlier".

The chosen direction needed to highlight the innovative, simple, and radiation-free nature of the device. We wanted to move away from intimidating clinical imagery and instead use a highly polished, tech-forward aesthetic that emphasized precision, AI capabilities, and the physical simplicity of a 60-second test.

Molecular You Brand Photography Of Woman Holding Phone

Creation

Translating Science into Story

To bring CardioClin to life, the centerpiece of the campaign became an amazing 3D animation video. We crafted a visual narrative that beautifully illustrated the beating heart and the extraction of SCG micro-vibrations.

The animation seamlessly explains how the device captures the heart's mechanical fingerprint and translates it into a clear EMCR Score (Low, Medium, High). Paired with the insights gathered from our custom physician and patient surveys, the final assets provided HeartForce with a scientifically accurate yet emotionally resonant toolkit.

Experiences Deliverables

Campaign Concept
Custom Market Research Survey
3D Animation Video
Go-To-Market Startegy
Targeted Audience Messaging Matrix
An image gallery of a man holding a phone displaying molecular you, two tablets showing molecular you, a stylized product shot of a test vial, and a side profile of a man.

A stunning still from the final 3D animation video, showcasing the intricate visualization of the heart's mechanical fingerprint.

Early moodboard exploration highlighting the holy trinity of triaging CAD: Clinical Data, AI, and SCG Extraction.

Activation

Empowering the Frontline

The finalized messaging and 3D video were designed to arm HeartForce with a powerful narrative for investor pitches, specialty institutional medicine, and frontline health advisors.

By providing a clear, visual explanation of the technology, the campaign successfully communicated how CardioClin reduces unnecessary testing, costs, and system overload while offering peace of mind to high-risk patient profiles.

Tablet and phone displaying the Molecular You Landing Page

Imagination for HeartForce

The most significant achievement of this project was taking a highly complex, revolutionary medical device and making its value proposition instantly understandable.

The Norvell Jefferson team leveraged direct insights from custom surveys to inform a 3D animation that doesn't just explain a product, but introduces a paradigm shift in cardiology.

By unmasking the silent killer, we helped HeartForce provide the frontline with tools that simply work better.

Molecular You Product Box With A Vial In Front

“Norvell Jefferson didn’t just give us a brand campaign, they gave us a clear, powerful way to explain our AI and SCG technology to the world. The custom survey insights and the amazing 3D animation perfectly captured the essence of CardioClin, turning complex physiological data into an inspiring vision for the future of cardiac care.”

— Moniek Hann, Head of Global Marketing & Commercial, HeartForce