After years of market leadership, ArthroCare found their #1 share position eroding from new entrants and a lack of brand equity. They feared commoditization of the market. We conducted detailed market research, industry and competitor analysis, and incorporated our creative ideation to successfully reposition the flagship Coblation product.
As a result, we assisted with ArthroCare’s larger product portfolio. Upon investigation, we found that ArthroCare needed to better link and differentiate all of their brands to improve its corporate image. We developed the “ART of Better Outcomes” – an internal positioning platform, and established a new brand name/positioning for the next version of its Coblation product. Brand awareness and engagement increased as a result of our repositioning and branding efforts, and ArthroCare maintained its leadership within the industry segment.
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