Medical Technology Marketing Case Study
The Client
Catalyst helps a veteran-focused medical device company reshape its messaging through integrated branding and content marketing support.
ProMedTek is a medical device manufacturer whose advanced therapy system helps veterans manage long-term pain without the addictive and dangerous side-effects of narcotics. The company works exclusively with the Veterans’ Health Administration and has a decade-long history of successful relationships with providers in the space.
Marketing collateral that communicates its products, their intended use, and benefits therefore is a vital part of its ability to get its solution in the hands of those who need it most. From educational content meant to describe the product’s benefits to instructional content meant to inform their use, the company’s success is based on clear, compelling, and concise communications.
The Pain Point
Marketing A Different Kind of Platform
Channel-marketing leverages strategic partnerships to drive interest in a brand’s products at the top of the funnel, and educational experiences to drive adoption at the bottom. It’s a two-sided marketing program that can be enormously effective but requires strong supporting content including data-driven thought leadership, and social proof content.
The company had leveraged the approach effectively, but its marketing content felt increasingly outdated with its overall style and formatting saying as much about the quality of the solution as its description. The company’s materials needed more than a rewrite; they needed to impute the feeling of a contemporary, trustworthy, and innovative brand that understood its users’ most pressing medical challenges and was working hard to solve them.
The Strategy
Our Integrated Marketing Strategy
Content
Since the company’s senior stakeholders wanted to retain its existing logo, we leveraged its unique characteristics to build a more contemporary supporting style that could be used to guide both its updated collateral and upcoming website.
Communications
We leveraged its updated branding to perform a comprehensive overhaul of dozens of unique pieces of collateral that explained the product’s purpose, functioning, and benefits - from scientific studies to user testimonials - in a more consumable way.
