DRIVING MEDTECH
MARKETING FORWARD
PREVENA RESTOR Incision Management System
Launch Campaign
Problem
How do you market a new soft tissue medical device for breast reconstruction that costs 10x more than the standard of care?
Solution
Shift the focus from the medical device to the people it impacts. Appeal to the plastic surgeon’s desire to heal more than just a patient’s physical wounds, but their mental ones too.
Boston Scientific
CVForward content marketing
Problem
You’ve always marketed medical devices to clinicians. So how do you market your company brand to the increasingly powerful non-clinical decision-maker?
Solution
Promote the most pioneering CV administrators to their peers by showcasing their best practices with weekly articles, infographics, and videos.
bracco imaging
pre-launch campaign
Image is owned by Bracco Diagnostics Inc. Monroe Township, New Jersey
Problem
How do you market a medical device against a competitor who commands 80% market share?
Solution
We created massive pre-launch demand with an unbranded marketing campaign that illuminated the incumbent’s limitations. Customers were motivated to fix the problem and make the switch.
eNeura
moa video
Problem
Consumers who suffer from migraines had almost no awareness of a unique solution called eNeura.
Solution
We executed a full re-launch across digital channels to create awareness, educate consumers, overcome potential objections, and lead consumers to a treatment option.
ZIO® by iRhythm
branded campaign
Problem
MedTech marketing can be all about the tech. For this breakthrough launch, we wanted to go beyond the device and the AI to what they uniquely enable for patients.
Solution
Forget marketing MedTech features. Show your customers that your medical device provides what matters most to them and their patients: accelerated care.
B BRAUN
Launch Campaign
Problem
How do you drive awareness of this all-purpose medical device in an oversaturated, poorly differentiated wound care market?
Solution
Refocus it on burn centers and their nurses who see its transformative ability to make dressing changes less painful.
Lumason®
convention app
Problem
How do you engage customers with pharmaceutical marketing at a massive conference?
Solution
Introducing the Think :60 Challenge! We launched a high-intensity app-based game that had customers fighting to beat the highest score.
Convatec
detail aid
Problem
Aquacel Foam Pro had a rare medical device marketing problem: too much good data. Convatec needed to simplify and organize their story so customers saw a clear benefit that Aquacel could deliver.
Solution
New sales materials introduced new creative and a messaging platform that laid out the story so it was not about the product—it was about customer problems and how Convatec could solve them.
Illumina
Launch Campaign
Problem
How do you justify costlier Next Gen Sequencing (NGS) technology to cash-strapped forensic scientists?
Solution
Connect NGS to the resolution of more unsolved crimes by speaking to them with imagery of crime scenes that most often go unsolved.
