Portfolio | Erwann Vieu

Following the acquisition of a Radiomics software application designed to automatically analyze medical images, I led the product marketing strategy to successfully integrate and position the product within the company's portfolio. With no existing marketing foundation, the objective was to define a clear message, create all external-facing collateral from scratch, and enable commercial teams to confidently sell a highly technical solution.

Challenge

With no existing messaging, marketing documentation, or commercial content in place, everything had to be developed from scratch: product positioning, key value propositions, and standard sales collateral, including presentations, flyers, and datasheets. Commercial teams were unfamiliar with radiomics and lacked the training and reference materials needed to confidently explain the product, address objections, and deliver a consistent sales pitch, particularly across international markets.

Solution

Designed a patient-centered mobile application with a focus on accessibility and simplicity. Implemented clear information hierarchy, intuitive navigation, and secure communication features that work for users of all ages and abilities.

Message Definition

I partnered with product management and technical leaders to define the product message, ensuring it was both scientifically accurate and commercially compelling.

Main Collaterals

Using this messaging framework, I developed a comprehensive suite of standardized marketing collateral, including PowerPoint presentations, flyers, and datasheets, all fully aligned with corporate branding and design guidelines.

PR Effort

Beyond standard deliverables, I led PR efforts to boost product visibility, coordinating interviews and producing articles that highlighted the product’s clinical value.

New Material

To strengthen sales enablement, I proactively introduced new internal training and communication formats, including the company’s first product video, an internal battle card for sales teams, and a “one-stop-shop�� Confluence page consolidating the entire sales narrative, competitive positioning, key metrics, and all supporting materials in one accessible location.

Result and Impact

This initiative greatly improved internal product adoption and empowered commercial teams, especially in the US, to confidently present and sell the solution. The new training and communication materials were widely praised for their clarity and usability.

"The new collateral has been exceptionally well received by our commercial teams—particularly in the US. The battle card and the one-stop-shop Confluence page are precisely the practical, scalable tools we've been missing. Please adapt this approach for all top-tier applications."

Product Video

I produced this promotional video introducing SOPHiA Radiomics. I authored the script and crafted the storyboard, then directed the production with an external creative agency, overseeing content accuracy, messaging, and execution from start to finish.