Medical Device Company2019-08-08T09:44:13-07:00

Project Description

Medical Device Marketing Consultant Case

Developing the launch positioning for a new therapy and breakthrough device


  • 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


  • 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


  • Solidified launch positioning, in support of EU (2012) and US (2013) market launch

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