Healthcare Equipment & Marketing Consultant

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.


  • 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 and US market launch

Learn more

See other case studies or contact EquiBrand to learn more.