If you’re up against Goliath, you need a really good slingshot.
That was the challenge we faced with Zyga, a medical device company focused on minimally invasive solutions for underserved conditions of the lumbar spine.
The market for its SImmetry® SI Joint Fusion System is dominated by a single competitor with a 95% market share. We needed a powerful marketing weapon to help Zyga make an impact in such a lopsided marketing scenario.
And we found the answer in a detail of the system’s design.
Unlike competitors’, the SImmetry System uses a proprietary decorticator to create bleeding bone, which, according to orthopedic principles, is necessary for achieving a stable fusion.
Once we realized the importance of this critical difference, we knew how to guide the relaunch of the SImmetry System.
- Position the SImmetry System as categorically different, a clearly preferable option for achieving lasting relief.
- Take a brash, upstart tone to cut through the clutter in a David v. Goliath market scenario.
The theme line, “Need to Bleed” stakes out our territory.
Simple graphics, gutsy headlines, bold, flat color. Not what everyone else was doing.
For patient-facing materials, we softened the look and feel to create a sense of compassion and optimism.
Educating the salesforce to get alignment around the new positioning was key. We helped by creating talking points, message platform and teambuilding tools..