To articulate the positioning of a new portfolio acquisition, with the input of representatives from a medical device company’s European subsidiaries. The new positioning was used as a basis for a medical brochure showcasing the efficacy and safety of an injectable medical device and promoting its prescription.
Before the workshop, we worked closely with the client to define the agenda and set clear objectives. Together, we developed a survey for the affiliates, compiled background insights, literature review, survey findings, and competitor analyses into a slide deck and developed engaging group activities to drive productive discussions.
Three members of our team attended the workshop: one to lead the workshop and two others to facilitate small group sessions. The facilitator encouraged the subsidiary representatives to give their insights and ideas, while guiding them towards a final positioning.
Using the finding from the workshop, we planned the brochure layout accordingly – taking care to emphasise the unique selling points. We then selected the most relevant and powerful clinical efficacy data to use in the brochure to support these key messages. Following client approval, we brought the plan to life by creating clear and informative narrative content for each section, complete with references to supporting data and literature.
With the copy complete, we created an engaging design that aligned with the product’s branding. We used infographics and graphs to visually showcase the product’s efficacy and safety data, and we paired it with positive choices of imagery that represented the target patient population.
This workshop provided the company with valuable insights to guide the launch of this new product. The brochure is in active use. It takes its place as part of a broader promotional project for the portfolio, which includes a major rebrand, a dedicated webpage speaking directly to the needs of the patient, and new brochures for additional products.
We enjoyed working with teams from across Europe and hearing their diverse perspectives. It was rewarding to support them in this strategic process. It brought together our skills in medical writing, communications, and design.
