Medical Device Link.

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

As more and more medical technology companies compete in worldwide markets, the success of a particular marketing campaign often hinges on the development of a differentiating global position and brand identity that is elastic enough to allow adaptation to local markets.

That was the approach taken by Lowe Grob Health & Science (Boston) for the global launch of Enteryx, a new endoscopic, injectable treatment for gastroesophageal reflux disease (GERD) developed by Boston Scientific (Natick, MA).

Water art provided visual branding in the campaign developed by Lowe Grob Health & Science (Boston) for the Enteryx procedure by Boston Scientific (Natick, MA).

The firm started with the development of a global marketing communications strategy and plan based on extensive market research and assessment of countrywide differences and commonalities. From this, Lowe Grob established a global brand position and message hierarchy that distinguished Enteryx from its competition, yet assured relevance in each local market.

The Enteryx solution was visually branded using unique "water art" photography to draw attention to the liquid, injectable basis of the product. The message was optimized for each market with customized positioning lines. This distinctive visual brand was then applied to an extensive line-up of campaign elements, including peer-to-peer communications, patient education, promotion and sales support materials, trade show displays, and public relations. —Larry Grob, president, Lowe Grob Health & Science

Photo courtesy LOWE GROB

Copyright ©2003 MX