Case Study: Legacy Med Tech | Locking Trocar
From Concept to Care: Presenting a Surgical Breakthrough Device with Clinician and Patient Voice
Summary:
For the introduction of a revolutionary medical device for a mid-sized med-tech startup company, a locking trocar for laparoscopic OB/GYN surgery, I crafted a clinician- and patient-informed content strategy that helped build early adoption and brand trust.
Challenge / Need:
The sales team promoting the trocar needed compelling language to articulate the device’s novel benefits, helping to encourage buy-in from skeptical or cautious early-stage adopters. This need called for product description and brand storytelling that blended clinical credibility with human resonance.
Strategic Approach:
I immersed myself in the facts, observing a simulated surgical procedure and asking questions of the physicians, interviewing the design team, and gathering insights from both early adopters and potential resisters. I then mapped out messaging angles that aligned with physician priorities, patient outcomes, and innovation credibility.
Execution:
After establishing a cohesive content strategy based on goals, priorities, and gathered information, I crafted a clear, authoritative resource document from which to craft a variety of written materials showcasing clinical application, quoting early adopters, and connecting outcomes to patient benefits. The content was adaptable for professional presentations, educational materials, and a sales campaign targeting physician leadership.
Results:
The product achieved strong early market traction with written content that “spoke doctor” without overselling. Interviews were archived and strategically repurposed to build and enhance credibility in publications, advertising, and sales support pieces.