SABER

SABER

Challenge

The Cordis team was looking to launch a new PTA balloon catheter into a crowded competitive marketplace. But this wasn’t just any product launch. It was one of three new product launches that year (after a bit of a drought) that served as an opportunity for Cordis to draw a line in the sand and retake their position as an innovator and leader in the endovascular space. So it needed to be BIG!

Objective

Create the perception among internal and external stakeholders that SABER was a high-performing PTA Dilation Catheter that was sure to become the new gold standard.

Strategy

Define a differentiated positioning for the product and build a brand that the team - and their customers could become passionate about.

Execution

We started at the top with SABER defining the brand’s positioning as the balloon that delivered more - more performance, more durability and more sizes to enable physicians to treat more patients. The Matchstick Group spun that out into packaging, printed promotional materials, a series of internal campaigns and with our app development team at LifeScience Media, an HTML5 app with interactive portfolio matrix. The launch of the product was so successful and the branding so well defined that the team is leveraging the new equity to build an entire line of extension and complimentary products around it.

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CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

 

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

 

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

LATEST ARTICLES

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

 

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

Biosentry

Biosentry

Challenge

Surgical Specialties Corporation was bringing a new product to market that would revolutionize the way interventional radiologists (IRs) thought of pneumothorax caused by percutaneous lung biopsy. However IRs didn’t really want to talk about the issues of pneumothorax and certainly didn’t want to admit that a pneumothorax happened in up to 10% of their cases

Objective

Define a new category AND overcome the perception that pneumothorax was not an issue and find a way to break down the barriers of communication

Strategy

Define new brand language and unique lexicon that spoke not about treating a pneumothorax but about protecting patients from one

Execution

We started with market research - spending time talking to IRs about some of the issues, fears and situations that they faced every day when performing percutaneous lung biopsies. We uncovered the relevant insight that these physicians hated the idea that they might cause a pneumothorax in a patient when what they really wanted to do was to protect them. From there, we developed a unique brand position in the market, executed a compelling creative campaign and rolled that out across multiple channels. The first of which was a product animation that not just showcased the product features, but really sold the overall value proposition.

Schedule a Call

SUBSCRIBE

Get the latest updates from The Matchstick Group! You’ll receive occasional emails from us with tips to improve your medical device marketing program.

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 West Coleman Boulevard, Mt. Pleasant, SC 29464

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 West Coleman Boulevard, Mt. Pleasant, SC 29464

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

LATEST ARTICLES

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 West Coleman Boulevard, Mt. Pleasant, SC 29464

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.