Healthcare

Case Study: Leading Medical Devices Company

Situation
A medical device division of a Fortune 500 company was looking to jump-start sales of a recently acquired gastric band used in Obesity Surgery. While the product was not differentiable based on features alone, we recognized an opportunity to differentiate based on the reputational assets of the medical device company.

Solution
We conducted “deep dive” into existing research and strategy materials, as well as 3rd party information/data. Additionally, we interviewed key global internal stakeholders, leading Bariatric surgeons, and support staff to gain further insight and shape concept development. Our deliverable consisted of:

• 6-point strategic plan for building Bariatric leadership
   
• Brand positioning and visual identity focused on improving lives through superior care and practice management
   
• Brand name to telegraph benefits while building brand equity
   
• Messaging guide to optimize brand communications

Results
By executing a collaborative brand development process, we were able to create strong global internal buy-in and excitement for the new franchise brand platform. The brand was successfully launched at the 2004 American Society for Bariatric Surgery (ASBS) conference.

Contact Sean Folan for more information.