The Marketing Connexion

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Medical Safety Product: Start-Up

· Situation
A domestic scale manufacturer of medical devices created a dramatic improvement in product design. The product is ultra easy to use and improves user safety beyond anything on the market.

· Challenges
Company had no marketing personal, a very limited budget, actively critical shareholders and was entering a market dominated by a multi-billion dollar competitor that also heavily influenced traditional channels of distribution.

· Assistance Provided
The priority for this client was a focused marketing strategy with an emphasis on market timing and establishing attainable market entry goals. Based on a thorough assessment of the category and identification of concentrated segments of business, a multi-phased marketing approach was developed and presented to the company’s leadership. Key to the acceptance of the strategic marketing plan was both content and graphical presentation, making the logic of the plan easily digestible.

· Outcome/Client Assessment
The COO and entire board of directors immediately and unanimously embraced the strategic marketing plan. Satisfaction with plan led to a Marketing Connexion engagement to provide support to execute the tactical elements of the plan and to consult on-going through the market introduction of the product.

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