Building a medical device corporate brand and integrating acquired business unitsEquiBrand2022-04-14T11:56:08-07:00
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
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