Medical Products Company2019-08-08T09:47:54-07:00

Project Description

Medical Products Marketing Consulting Case

Integrating a recently acquired division of a global medical company


  • Global, EU-based medical products, therapies and services company seeking growth through acquisition
  • Acquired US-based division challenged with integrating business and brand under new corporate brand identity and brand architecture
  • Limited cross-market understanding, across geographies (EU and US), customer segments or product portfolios


  • Brand equity market research to assess physician, market and brand dynamics
  • Internal workshops with executives and functional managers to hypothesize integration opportunities, across marketing strategy, brand positioning and brand architecture
  • Exploratory and concept optimization research with physicians to optimize and validate the new, integrated value proposition and strategic position
  • Recommended marketing and brand strategy and plans to direct integration efforts, including brand portfolio management under the global brand


  • Delivered on corporate strategic goal of new market, therapy and physician penetration
  • Revised marketing and branding materials, folding acquired company under global masterbrand
  • Brand integration best practice principles fully documented and used for subsequent brand merger and acquisitions

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