An Elastic Solution

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

As more and more medical technology companies compete in worldwide markets, the success of a particular marketing campaign often hinges on the development of a differentiating global position and brand identity that is elastic enough to allow adaptation to local markets.

That was the approach taken by Lowe Grob Health & Science (Boston) for the global launch of Enteryx, a new endoscopic, injectable treatment for gastroesophageal reflux disease (GERD) developed by Boston Scientific (Natick, MA).

The firm started with the development of a global marketing communications strategy and plan based on extensive market research and assessment of countrywide differences and commonalities. From this, Lowe Grob established a global brand position and message hierarchy that distinguished Enteryx from its competition, yet assured relevance in each local market.