Project Description

A medical device company, formed via a pharma company spin-out, was looking to establish a unified corporate brand.
The single-brand approach required integrating various division and product offerings, including establishing a brand architecture and coordinated messaging framework.
Internal strategy sessions, best practices, competitive assessment, and physician research were used to evaluate strategic alternatives. Recommendations included brand architecture principles, classifications, and a naming decision tree to guide implementation.
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 case studies or contact EquiBrand to learn more.
Follow EquiBrand