Project Description

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
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