Medical Device Marketing

Medicine and surgery involving childbirth and midwifery

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Client: Pelican Healthcare Ltd
Medium: Digital, (Photoshop)

Creating Illustrations for Pelican Healthcare Ltd


Pelican healthcare logo

Pelican Healthcare Ltd are based in Cardiff, UK and they manufacture a range of innovative disposable medical products for stoma surgeries and feminine healthcare. Their focus is on providing quality products for patient use with products manufactured to the highest standards for the UK and Ireland healthcare markets.

Pelican manufacture products for patients who have undergone surgery in areas such as colostomy, ileostomy and urostomy. These surgeries leave a patient with an artificial opening requiring the use of a colostomy bag for a period. These types of procedures require a good deal of after-care management to keep the wound clean and free of infection. Pelican’s stoma pouches enable patients to manage their stoma with the use of a pouch that ensures maximum comfort and security.

Project Brief for Pelican Healthcare Ltd

As well as disposable medical products Pelican manufacture products for feminine healthcare. Pelican have manufactured a new medical device for use in feminine healthcare for caesarean section surgery which is delivery of a baby through a surgical incision in the mother’s abdomen and uterus. As with all surgeries there can be incidents to overcome such as when the foetal head has become impacted with the mother’s pelvis, making it more difficult to release the head and pull the baby out of the opened uterus.

Pelican’s new medical device is to aid the extraction of the impacted foetal head. It is to be used by a midwife or surgeon to push through the vagina to reach the foetal head. The device has been created to ensure maximum comfort and security.

Our role was to take the written brief made up of notes and client sketches and create full colour medical illustrations of:

  • The device being used in the correct anatomical setting. To include a cross section of the mother and the foetus at full term still within the womb. The illustration needed to include the caesarean surgery taking place with the Pelican medical device being held in place.
  • Illustration of the medical device having freed the foetal head from impaction.
  • Illustrations of the medical device being correctly held.

The illustrations needed to be completed at a size of 11.69 x 16.53 inches and supplied as high resolution files ready for printing. The illustrations were commissioned so that they could be used within the marketing materials for the new medical device to be medically accurate and descriptive and aimed at a wide-ranging target audience from the medical professional to the layperson.

The illustrations also needed to be created in a format that could later be used to create a 2D medical animation that would show the movement of the device and the correct procedural steps when using the device in surgery. So we created the illustrations in a digital format as a Photoshop file. We look forward to working with the very nice team at Pelican Healthcare in the future.

“Joanna has a great eye for detail and the illustrations were loved by everyone, most especially by the client.”Stuart Banks, Digital Project Manager, Frontera
“Joanna was right at home working with us to develop illustrations that both met our clinical needs and fit perfectly into the aesthetics of our user interface. Her work is superb!”Michael Gold , Director of Product Development, CareCloud
“We have now received the new folder with your illustrations: I love it!”Lisa Ruckstuhl - Product Manager Osteoporosis, Daiichi Sankyo (Schweiz) AG
“I’m really pleased with how the book finally looks and that is in part huge thanks to Jo for such fantastic and skilled art. The level of detail that Jo achieves is incredible and her medical knowledge clearly abounds. She is always such a pleasure to work with – nothing is too big or small a job. It was all approached with the same cheery manner! Jo always delivered on deadlines too, which is a huge relief to us designers! Many thanks – it has indeed been a pleasure. I would have no hesitation to recommend Jo!”Senior Designer, Duncan Baird Publishers
“Joanna and her team are a pleasure to work with. They are responsive and creative. They turned around several excellent animations and drawings for our video series. We certainly would enjoy working with them again!”David Mathison, MD, MBA, Associate Director of Pediatric Transport, Children's National Medical Center and Assistant Professor of Pediatrics & Emergency Medicine, George Washington University School of Medicine
“Joanna has provided the core illustrations for a number of our iPad Apps, and her illustrations have received terrific reviews from our users. She understands our requirements clearly and also understands the specifics of illustrating for digital media and mobile applications. The quality of her work is outstanding, and she can be relied upon to hit deadlines and deliver to the exact clinical requirements of each project.”Todd Morgan, Co-Founder, drawMD
“Hello Tim and Joanna,
Thank you for the illustrations, you have done an outstanding job on the finished articles… The service provided was efficient and very thorough, we were very happy with the way you able to understand and translate the brief into an illustration which captured the desired output.”Clare Lynex, Senior Medical Writer, UBM Media Asia, Singapore
“We found to be energetic, imaginative, and efficient, a joy to work with!”Dr Sam Alberti, Director of Museums and Archives, Royal College of Surgeons of England, London