Life Science Clients

Atirix Medical Systems

Venture-backed Atirix Medical Systems was in an early stage of making strategic business decisions and lacked a comprehensive view its market space. Market insights were necessary to the management team in order to help them make informed decisions — and to justify their business strategies to the company’s board of directors. The company engaged 99GS to conduct market research and provide strategic marketing counsel.

Diagnostic imaging has typically been profitable for hospitals and specialty centers, creating an interest in the technology needed to manage the actual work and the patient processing. Atirix Medical Systems' Mammography Operational Management system offers radiologists and imaging technologists software that streamlines patient management by reducing manual tasks, including scheduling, registration, and patient tracking and reporting. Atirix felt that it should be well-positioned to grow in this market, but was questioning specific market needs, regulatory issues, and potential market positioning.

The market research conducted by 99GS assessed the market size, market trends and competitive threats to Atirix Medical Systems' business strategy. The study helped the company redirect its sales strategy, focus on partnerships and address key industry and competitive threats.

Hazelden Treatment Center

World-renowned Hazelden Treatment Center also boasts a successful publishing group, which provides products to help people recognize, understand and overcome addiction and its related problems. To that end, 99GS was called on to bring its creative power to the redesign of Hazelden’s catalog and collateral for its video publishing group.

Developing a refined approach to audience segmentation, 99GS was able to rework the offerings and provide relevant and compelling content for each individual buyer group. The catalog was also revised to reflect this updated messaging. Coupled with a great visual overhaul, Hazelden went to market on time and within its budget.

MedicalCV

Compelled by competitive pressures, MedicalCV had sold its mechanical heart valve manufacturing business and was on the verge of launching a brand-new laser technology venture to address atrial fibrillation (AF). Anticipating the successful completion of clinical trials, MedicalCV engaged 99GS to differentiate its position in the market. 99GS consulted on go-to-market strategies and creatively executed the redesign of the company’s website and sales collateral.

For the five-million-plus AF patients worldwide, the only treatment options were extreme: drugs that did not address the root cause of AF on the one end, and major open-chest surgery on the other end of the spectrum. With MedicalCV's AtriLaze™ system, patients would now be offered an alternative: a minimally invasive, closed-chest surgical option that could cure the patient of AF. 99GS recognized that this posed a radical shift for the market, thus allowing MedicalCV to redefine the procedural categories and take its place as the market leader by redefining what "minimally" invasive could really mean for surgeons — and patients.

MedicalCV's basic messaging was developed and used to create a complete communications platform for sales, marketing, and public and investor relations. A new website was designed, offering clarity on key product differentiators through treatment option comparisons, 3-D animations, surgeon commentaries and scientific studies to back up marketing claims.

Restore Medical

Restore Medical needed to rethink its overall marketing strategy to ensure the successful launch of a new obstructive sleep apnea (OSA) treatment — The Pillar Procedure. 99GS consultant Elizabeth Herberg was retained to assess the market, create a strategic marketing plan, get the plan approved by the company's board, and implement that plan — all within four short months.

The results were stunning [+]. Revenue for the quarter following the launch exceeded the total revenue for the three previous quarters combined. Physician-scheduled meetings with the Restore Medical sales team increased by 586%. And more than 4,000 print and online stories appeared in national publications, reaching an audience of more than 270 million.

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