OpSens Medical, a leader in sensor-powered medical devices, needed to gain market traction for its innovative OptoWire™ guidewire. But while the wire offers unique procedural and clinical advantages, it was challenging to make the case for it, or make headway in a space dominated by big, established players.
The company partnered with Introworks in an initiative to elevate the OptoWire brand and boost sales.
A Booster campaign
It was clear that to overcome the built-in challenges of the market we needed to change the conversation. Fortunately the perfect opportunity to set that in motion was coming up, at the company’s Annual Sales Meeting.
We set out to shape the right story, supported by the right tools, and wrap it all in a package that would give the sales force new momentum going forward. Collaborating closely with the client on strategy, messaging, sales tools and a visual identity for the event, we delivered a comprehensive Booster campaign that positioned the OptoWire team for success.
OpSens and Introworks brainstormed multiple themes for the Annual Sales Meeting, but the energy of this one made it the clear winner.
To support their conversations with interventional cardiologists, salespeople received a robust toolkit, including a message guide, video, brochure and sales sheets.
Collateral made a clear, black-and-white case for OptoWire–a simple, compelling argument in an environment where sometimes the big story gets lost in the details.