EquiBrand Services

Medical Device Company

Medical Device Marketing Consultant Case

Developing the launch positioning for a new therapy and breakthrough device

Medical Device ConsultingChallenge

  • Leading medical device company looking to establish new therapy leveraging technological breakthrough
  • Unclear how to position new product offering, relative to category definition, benefits sought, and reasons to believe
  • Looking for structured process discipline in taking the organization through new brand creation process

Action

  • Market assessment phase, including technology assessment, competitive analysis and review of best practices in new product category creation
  • Physician market research, including needs exploratory and concept optimization
  • Recommended launch positioning, including illustrative brand strategy concepts (sample taglines, logos) to illustrate brand development potential

Results

  • Solidified launch positioning, in support of anticipated EU (2011) and US (2012) market launch

See other medical device, pharmaceutical and medical marketing consulting case examples or contact EquiBrand to learn more about our healthcare marketing consulting services.

 

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