Project Description

Medical Device Marketing Consulting Case

Building and managing a strong corporate brand

Challenge

  • Decentralized organization in process of aligning under new masterbrand strategy
  • Lack of differentiation in core medical product technologies
  • Internal debate regarding direct-to-patient vs. physician-based communications

Action

  • Marketing effectiveness audit to identify high-potential opportunity areas
  • Patient and physician fact base to inform strategic and tactical decision making, based on medical market research
  • Customer value proposition to better align internal and external resources
  • Communication strategy, plan and new creative partnerships to implement updated brand standards

Result

  • Significant realignment of marketing resources from mass to direct communications
  • Enhanced competitive insulation through patient education program
  • Significant cost savings and spending efficiencies in brand communications and creative services
  • Consistency in corporate identity standards in support of masterbrand strategy
  • Greater internal alignment across business units to support strategy

Learn more

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