LAUNCHING A NEW COMPANY IN THE US SPORTS MEDICINE MARKET
As part of maruho medical’s launch into the U.S. sports medicine market, they combined their exclusive technology with a company acquisition to quickly build a presence in the market. The company was launching its itto CSP to revolutionize shoulder arthroscopy. They needed a website that would deliver their brand positioning and message more clearly to prospective orthopedic surgeons specializing in sports medicine. During the development of this website, maruho expanded its product line through an aggressive acquisition that allowed them to quickly have a full complement of products to support its sports medicine franchise. We pivoted quickly to incorporate an easy-to-use product search feature to optimize the user experience.
We also developed a brochure that highlighted their first product, the itto CSP. The goal of the brochure was to highlight the many selling points of the itto CSP so that the sales team could use this as a tool when talking to surgeons about the itto. The layout focused heavily on imagery of the product and the sutures that it is capable of constructing so a surgeon could quickly see the benefits of the product.
We supported marketing efforts to the trade by communicating the acquisition through a coordinated media relations strategy and related executions prior to the annual AAOS meeting. These activities helped to ensure high booth traffic at the industry’s trademark event. Our approach focused on the itto CSP to clearly distinguish the company in the sports medicine arena, as well as showcasing maruho’s full offering of products.