Reshaping market perception ahead of a breakthrough launch

PROBLEM AND OBJECTIVES:

While working at ZS Associates, I led the pitch and delivery of project for a global global medical device company. They had invested heavily in a new atrial fibrillation product, a breakthrough electrophysiology (EP) catheter, but were concerned their existing mapping support system was perceived negatively and would impact expected sales at launch.

To enable growth and a successful launch, the mapping system needed to be repositioned and reintroduced to the market. Preparing for a smooth launch required building alignment and buy-in from global teams and senior leadership up to and including the division president and vice president of marketing.

Additionally the positioning, co-branding strategy, and brand governance were required to aid an agency partner overseeing the catheter launch creative and execution.

SOLUTION:

Conducting extensive research we uncovered the current market position, evaluations of the larger competitive set, and notable whitespace opportunities. Using these insights, we used generative AI to aid the development of a new name and product-driven brand narrative highlighting the system’s dependability, performance, and ease of use.

Collaborating with our client’s internal sales teams and agency partners, we guided the co-launch of the next-gen catheter and mapping system, ensuring messaging integrity and generating anticipation in the market.

OUTCOMES:

1. Renewed sales support - Repositioned the product internally, energizing the sales team to support a product they had previously neglected due to negative perception.

2. Agency guidance through launch - All too often brand objectives can get muddied or lost after hand-off, especially in a launch. Our governance support offered strategic guidance and ensured adherence.

3. Revenue and share increases - Accelerated the EP portfolio growth by more than 175% in 2024, increasing the parent company’s share price increasing by more than 50%.