opportunity
It's always fun to take on industry giants like Johnson & Johnson and Boston Scientific. It's even more fun when you get to do it by introducing a new company with a new product based on technology that has no existing peer.
idea
Precision Vascular had a clear differentiator with its Microfabrication technology, and we knew that would give us an advantage if we could simply get the product into the hands of doctors. That's why, "If they try it, they'll love it," became our motto.
execution
Our first step in getting Precision Vascular introduced and accepted into a traditionally skeptical market was a brand-building campaign focused on promoting the company's scientific strengths and innovative nature. From there, we targeted thought leaders, turning influential doctors into Precision Vascular spokespeople and then using their testimony as the basis for a grassroots PR campaign and concerted online efforts. We also worked hard to get doctors interacting directly with the product, offering hands-on demonstrations at trade shows.
influence
After just a few months of marketing, the company's products were in overwhelming demand. Soon after, the company itself was in demand - being purchased by Boston Scientific. If there's any bigger form of flattery than imitation, it's acquisition.
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