TELLING THE STORY
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BIG PICTURE
Ten years ago, Cardiva Medical had a vision to develop a vascular closure device that would be easier for nurses to use, more effective in preventing complications, and less disruptive to the patient. They succeeded. A few years after bringing the device to market, Cardiva made some improvements and asked Remedy to re-launch the product under a new name: Catalyst.
THE BIG IDEA
It became clear to us that in addition to launching the Catalyst product, we needed to establish a brand for Cardiva overall—one that would support the company's expanding product portfolio. The positioning strategy Remedy developed for both was inspired by the company's vision to develop medical devices that facilitate the body's natural healing process. Through extensive marketplace and customer research, we knew this would be a unique and novel position for Cardiva—and, even more importantly, one cardiologists would find compelling and credible.
IMPLEMENTATION
Based on the positioning strategy, Remedy developed a new tagline for the company: Design for what's humanly possible. This tagline became the foundation of the communication system for Cardiva and Catalyst. Launch tactics included package design, posters, a tradeshow booth and a dynamic flash sales presentation that allowed the sales force to tell a consistent story across the board.
DRIVING SALES
To help identify ideal prospects for Cardiva, Remedy created the Best Customer Profile tool. This tool rated accounts based on expected profitability prior to initial sales call—allowing for more qualified lead generation and focus on accounts that were more likely to be profitable in the future. Our rigor paid off: this methodology contributed to a 115% increase in sales revenue from 2007 to 2008.
IMPACT
As a result of the Catalyst launch and the new unified Cardiva brand Remedy developed, overall market share for the company doubled from 2007 to 2008.
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