Archives: Portfolios

Overcoming Competition and Securing Market Leadership

Client: Teleflex, a global leader in medical technologies

Industry: Vascular Access

Teleflex’s EZ-IO^® intraosseous vascular access device has been a trusted product in the market for years, providing a reliable solution for emergency and trauma situations where traditional IV access is challenging. However, the company began facing increased competition from a new entrant offering a similar product at a competitive price point. Teleflex needed to maintain its market share, overcome legal objections, and protect its brand reputation while continuing to expand into new markets.

1. Market Differentiation: Clearly communicate the unique advantages of the EZ-IO^® device over competitors.
2. Brand Awareness: Strengthen the overall Teleflex brand and reinforce trust with existing and potential customers.
3. Customer Retention and Expansion: Deepen customer relationships, ensuring long-term contracts and loyalty.

We implemented our proprietary 3V process—Vision, Vector, and Velocity—to guide Teleflex through this competitive challenge.

1. Vision: Identifying Key Market Trends and Uncertainties

We began by conducting in-depth market research to assess the competitive landscape and identify potential threats and opportunities. Through scenario planning and market analysis, we developed a future-focused vision that emphasized the superiority of Teleflex’s product, the importance of customer trust, and the need for aggressive positioning in new and existing markets.

2. Vector: Charting a Strategic Path

With a clear vision in place, we moved on to defining the strategic vector. We helped Teleflex make strategic decisions around:

• Key Messaging: We crafted a narrative that positioned the EZ-IO^® device not only as a high-quality, reliable product but also as an essential tool that has been clinically proven and used globally by first responders and emergency professionals.
• Customer Engagement: We created a series of targeted marketing campaigns that focused on deepening relationships with existing customers. This included offering them educational content, success stories from peer institutions, and exclusive access to resources that showcased the long-term value of the EZ-IO^® system.
• Competitive Positioning: To directly counter competitor claims, we worked with Teleflex’s legal and regulatory teams to ensure that all marketing materials adhered to industry standards while clearly differentiating the EZ-IO^® product from competitors.

3. Velocity: Executing with Precision

Finally, we defined the velocity—how quickly Teleflex needed to act and the resources required to meet its goals. We accelerated the launch of digital advertising and email  marketing campaigns and revamped Teleflex’s presence at key industry events and conferences.

In addition, we supported Teleflex in creating a customer-facing brochure that provided detailed data on the EZ-IO® device’s benefits, clinical success, and superior performance compared to the competition. These efforts helped reinforce Teleflex’s market leadership while providing sales teams with essential collateral to support their interactions with healthcare providers.

• Increased Market Share Retention: Despite aggressive competition, Teleflex was able to retain its market share and secure long-term contracts with key customers.
• Strengthened Brand Positioning: The redefined messaging solidified the EZ-IO^® device as a gold standard in the vascular access market.
• Customer Loyalty and Trust: Customer relationships deepened, leading to increased satisfaction and repeat business.

Providing Accessible, On-the-Go Support for Emergency Care Providers

Teleflex is widely recognized for its EZ-IO^® intraosseous vascular access device, a critical tool in emergency and trauma care when traditional IV access is challenging. As the device’s adoption grew globally, Teleflex identified the need for an accessible digital resource to support healthcare professionals. They sought a solution that would offer quick access to product information, training videos, and clinical resources—particularly in high-pressure situations where every second counts.

The Matchstick Group was tasked with developing a user-friendly mobile application for iOS and Android platforms, ensuring that healthcare providers could have the resources they needed at their fingertips.

1. Improve User Experience: Provide emergency care professionals with an easy-to-navigate mobile app offering access to instructional content and clinical resources.
2. Enhance Training and Usage: Enable users to quickly find training materials, product usage guides, and educational content to increase confidence and effectiveness in real-time emergency situations.
3. Streamline App Deployment: Ensure the app is widely accessible by setting it up in both the Apple App Store and Google Play Store.

Our team took on the full scope of the project, from content creation to app programming and store deployment. Here’s how we approached the development of the Teleflex EZ-IO mobile app:

Content Creation:

We collaborated with Teleflex to understand the key information emergency practitioners would need when using the EZ-IO^® device. Based on their input, we wrote and structured the app’s content to provide concise, actionable information. This included:

• Step-by-step instructions for using the EZ-IO^® device.
• Detailed product specifications and clinical guidance.
• FAQs and troubleshooting tips to address common issues practitioners might face in the field.

Design & UX/UI:

To ensure that the app was intuitive and user-friendly, we designed the app interface with the specific needs of emergency healthcare providers in mind. The layout was kept clean and straightforward, allowing users to quickly navigate through sections and find critical information, even under time pressure.

We focused on:

• Clear navigation: Ensuring ease of access to training videos, product guides, and reference materials.
• Readable visuals: We designed high-quality illustrations to explain complex concepts visually.
• Mobile optimization: Ensuring the app worked seamlessly on both iOS and Android devices, with attention to functionality across various screen sizes.

Video Integration:

Knowing the importance of visual learning, we integrated instructional videos directly into the app. These videos demonstrated how to correctly use the EZ-IO^® device, providing users with step-by-step visual guides that they could refer to at any time.

• The videos were easily accessible in the app’s training section.
• Offline accessibility was a key consideration, ensuring users could view the videos without requiring an internet connection.

Illustrations & Graphics:

We created custom illustrations to enhance the training materials and simplify the explanation of technical procedures. These visuals were embedded throughout the app to complement the written content, making it easier for users to grasp complex processes quickly.

App Programming & Development:

Once the design and content were finalized, we programmed the app for both iOS and Android platforms. Our development team ensured the app was stable, fast, and secure, offering a smooth experience across different devices.

Key features included:

• Offline access: Critical content, such as training videos and guides, was made available offline for use in environments with limited or no internet connectivity.
• Regular updates: We ensured that the app was easy to update with new videos, content, or technical improvements, allowing Teleflex to keep the app current without complex overhauls.

Store Setup & Launch:

Once development was complete, we handled the process of setting up the app on the Apple App Store and Google Play Store, ensuring it was easily accessible for healthcare professionals across both platforms. This involved:

• Creating optimized descriptions and metadata for the stores.
• Managing the approval and deployment processes.

Setting up app monitoring and feedback systems to collect insights from users for future updates.

• Increased Access to Critical Resources: The app provides emergency professionals with fast access to vital training materials, product usage instructions, and clinical guidelines, improving the confidence and competence of users in the field.
• Enhanced Training & Adoption: Through video tutorials and interactive guides, the app has helped users quickly familiarize themselves with the EZ-IO^® device, driving greater adoption and correct usage.
• Global Reach & Accessibility: By deploying the app on both iOS and Android, and making key resources available offline, Teleflex has ensured that their support tool can be used anywhere in the world, even in the most remote or high-stakes environments.

The Teleflex EZ-IO^® mobile app exemplifies how technology can support medical professionals in critical moments. The Matchstick Group played a pivotal role in the end-to-end development of the app, from writing and content creation to design, UX/UI setup, programming, and store deployment. The result is a comprehensive, user-friendly tool that empowers healthcare professionals with the resources they need, whenever and wherever they need them.

Client: ZTlido

Industry: Pharmaceuticals, Pain Management

ZTlido needed an engaging way to visually demonstrate how their product combines gabapentin and lidocaine to work synergistically for pain relief. They wanted to simplify the science behind the product and make it accessible to healthcare professionals and patients alike.

The Matchstick Group developed a 3D animation that clearly illustrates the mechanism of action, showing how gabapentin and lidocaine work together to manage pain. The animation highlights the benefits of ZTlido’s delivery system, making the complex process easy to understand and visually compelling.

The 3D animation successfully enhanced ZTlido’s educational efforts by providing an accessible explanation of their product's unique approach to pain relief. This engaging tool improved audience comprehension, supporting sales and marketing initiatives.

View the final animation here:

https://ztlido.com/how-it-works/

The Cordis team was looking to launch a new balloon into the PTA space. One of the primary differentiators was the fact that their balloon had more sizes available than other competitive balloons. However, this point was getting lost in the general sales pitch

Simply and effectively communicate the breadth and depth of the SABER balloon portfolio

Build a tool that didn’t just say that the SABER balloon had more sizes but actually showed the magnitude of the portfolio

The Matchstick Group, along with our app development team at LifeScience Media built an interactive tool that the sales team could use to show exactly how the SABER portfolio stacked up versus the competition. With a touch of a ‘button’ reps could compare the size offerings of the SABER balloon versus one or versus a series of competitors. This instantly showcased the breadth and depth that Cordis could offer. The portfolio matrix was embedded into the SABER HTML5 app