The problem in a nutshell: stagnant sales from the market leader and inventors of the knotless tissue closure technology.  The Matchstick Group started from the ground up in developing a solution. What became clear was that Quill™ was continuing to target the innovators and early adopters appropriate at launch in 2006. In addition Surgical Specialties Corporation had been playing a defensive game since the emergence of market competitors. The Matchstick Group identified the problem as one of positioning.  Quill™ would have to speak to an entirely different segment of customers with entirely different attitudes and motivations.

Increase penetration by determining which aspects of the Quill™ motivated the early majority segment and then create and execute a new advertising campaign based on those findings.

Create a relevant message for a new target: early majority high volume plastic and orthopedic surgeons. This pragmatic segment requires is more risk averse than early adoptors. They respond to proof. They like case studies, best practices, data, and peer-to-peer references. SSC needed to walk away from the breakthrough and transformation messages to communicate convincing evidence that the Quill™ represented a clear advantage to traditional sutures.    

The Quill Device website was the first communications channel to receive a refresh. A new, bolder creative look that made use of the primary branding