The Business
A $500MM wholesale device company serving multiple customer channels.
The Challenge
Though the business had a solid technical base and was the past market share leader, over time, competitors had outpaced the company by delivering several unique innovations – such as seamless connectivity to phones and mobile devices. As a result, company growth stagnated leaving the business reliant on its most important product launch in years.
The Solution
A high-impact, multi-faceted product launch designed for market domination
Results
Recaptured leadership share
Recaptured technology leadership
45% growth in every channel of business
Fastest ramp-up and pre-order in history
The Plan
Establish a credible brand – Build an evidence-based talk track that combines clinical data with customer-use cases — with an emphasis on demonstrating ease of use and seamless functionality for the 50 plus audience.
Create a pre-launch frenzy – Tease the product across all social channels with an engaging, interactive questionnaire to build excitement and anticipation. Distribute wire releases and videos from the CEO, Head of R&D and compilation to elevate credibility.
Obtain early retail buy-in – Boost retailer purchase with the help of prelaunch NDAs to major chains and a strategic deployment plan targeting key, high loyalty accounts. Provide internal product training to incite ease of adoption.
Demo the product at live events – Encourage early adoption and boost buyer confidence via exclusive events for high-loyalty and large accounts along with key opinion leaders. Partner with Microsoft to showcase the product’s new telehealth feature and demonstrate the ease of software and product integration.
Cover the market – Leverage an omnichannel campaign with fresh creative to deliver a robust customer experience that features real-example sound files and other interactive assets supported by a stream of patient testimonials.
