Product Launch Case Study

Situation: Market Adoption

With a new technology undergoing the FDA process, a manufacturer of a medical device that identifies cardiovascular risk sought to target consumers and physician audiences, and develop an integrated marketing and communications launch strategy.

Solution: Product Launch Campaign

In partnering with the client, AllOut Marketing strengthened the product brand and launched the product by:

• developing positioning, key messages, and customer profiles based on a review of the company’s strategic market direction, target audiences, competition and customers
• developing a two part communications strategy, pre-FDA approval and post-FDA approval, consisting of multiple different audiences
• creating an online presence targeted at multiple audiences
• creating informative marketing materials with consistent key messages that met FDA standards
• developing and integrating a public relations and advertising product launch campaign

Deliverables

By partnering with AllOut Marketing, the client received:

• a cohesive, multi-faceted communications strategy
• successful media relations and advertising campaign, comprehensive, yet targeted to obtain coverage in multiple media outlets
• integrated communications materials consisting of sell sheets, tradeshow graphics, brochures and product labels

Measurements of Success

By partnering with AllOut Marketing:

• All communications avenues-website, advertising, public relations and tradeshow-created visibility for the company and prepared the market for sales of the new product.
• The new product was enthusiastically received by the targeted physicians

For more information on successfully marketing a new product in your industry, contact AllOut Marketing.