Creating a new category and brand for a new medical technique and breakthrough device
Creating a new category and brand for a new medical technique and breakthrough deviceEquiBrand2023-10-20T14:38:04-07:00
A leading cardiac care medical device manufacturer was looking to develop and position a new brand, including new category creation.
The launch required establishing a new treatment paradigm, positioning both the new surgical-interventional approach and the new product, plus enhanced clinical support.
The team applied a ‘working backward’ approach to identify potential end-state scenarios and benefit-based concepts to direct brand development efforts.
Challenge
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
Result
Solidified launch positioning, in support of EU and US market launch
Follow EquiBrand