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.