Strategic Marketing Case Study - Medical Device Manufacturer

San Francisco/Bay Area
1100 Moraga Way
First Floor
Moraga, CA 94556
Ph: (925) 247-1400

Chicago
200 S. Michigan Ave.
Fifth Floor
Chicago, Illinois 60604
Ph: (312) 635-0785

>> Medical Device Manufacturer

Building and managing a strong corporate brand

Challenge
	Decentralized organization in process of aligning under new masterbrand strategy
	Lack of differentiation in core medical product technologies
	Internal debate regarding direct-to-patient vs. physician-based communications

Action
	Marketing effectiveness audit to identify high-potential opportunity areas
	Patient and physician fact base to inform strategic and tactical decision making
	Customer value proposition to better align internal and external resources
	Communication strategy, plan and new creative partnerships to implement updated brand standards
Result
	Significant realignment of marketing resources from mass to direct communications
	Enhanced competitive insulation through patient education program
	Significant cost savings and spending efficiencies in brand communications and creative services
	Consistency in corporate identity standards in support of masterbrand strategy
	Greater internal alignment across business units to support strategy