Industry: Medical Device
Duration: 2022
Overview
NuShoulder® is an innovative therapeutic device designed to enhance rotator cuff health through specialized training and rehabilitation. As a pioneering solution in the field of sports medicine and orthopedics, NuShoulder® focuses on delivering a system that combines technology and medical insight to provide preventative care, enhanced performance, and expedited post-operative recovery for individuals with shoulder issues.
Challenge
Prior to its launch, NuShoulder® faced the challenge of effectively entering a competitive market that included both medical professionals and athletic programs. The company needed a comprehensive Go-To-Market (GTM) strategy that would not only introduce the product but also establish it as a leader in shoulder health innovation.
Process
As the Chief Marketing Officer contracted for this project, I developed a holistic GTM strategy that covered multiple facets of digital marketing, targeting both direct consumers and institutional buyers such as hospitals, clinics, and athletic programs.
Strategies Implemented
Brand Strategy
- Establishing a strong brand identity that communicates the unique benefits of the NuShoulder® system, distinguishing it from traditional exercise equipment.
Digital Marketing Ecosystem Setup
- Implementing a robust online presence that includes an informative website, targeted social media marketing, and engaging content that educates potential users about the importance of rotator cuff health.
Influencer and Affiliate Marketing
- Leveraging testimonials and endorsements from respected figures in sports and orthopedics, including renowned coaches and athletes, to build credibility and trust.
Sales Funnels & Email Automation
- Creating targeted sales funnels to guide potential customers from awareness to purchase, supported by automated email marketing campaigns to nurture leads.
Paid Advertising & Public Relations
- Strategically using paid advertising to reach a broader audience and engaging in public relations to gain media coverage and further establish market presence.
Operational & Process Improvements
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- Streamlining operations through the integration of customer relationship management (CRM) systems and implementing feedback loops to continuously improve the product and customer service.
Outcome
The GTM strategy led to a successful launch of NuShoulder®, with significant initial uptake from both healthcare facilities and athletic organizations. The strategic focus on education and targeted marketing helped in establishing NuShoulder® as a thought leader in shoulder health solutions. The campaign effectively communicated the benefits of the system, leading to high engagement rates and positive customer feedback.
- Increased Uptake 75%
- Expanded Reach 85%
- Increased Engagement Rate 90%
- Increased Positive Feedback 60%
Client Success Story
The comprehensive Go-To-Market strategy for NuShoulder® not only facilitated a successful product launch but also positioned the brand as a pioneer in shoulder health, contributing to its ongoing success and expansion. The multi-faceted approach ensured that all potential users, from medical professionals to athletes, understood the value and uniqueness of the NuShoulder® system, driving adoption and fostering long-term growth.