Marketing Case Studies

Every marketing challenge begins with a business problem. These case studies show how research, strategy, and creative execution helped translate complex ideas into clear, persuasive communication for healthcare, medical device, and B2B audiences.

Neurosurgical Microscope Launch

How strategy changed after interviews with OR nurses and surgeons revealed the benefits that mattered most.

When Möller introduced new balancing, head-swapping, and neuro-navigation technology, interviews with surgeons and OR nurses uncovered a more compelling marketing storyone focused on surgical efficiency and better patient outcomes.

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Close-up of duct tape wrapped around a Möller microsurgical microscope head — To stabilize and balance the microscope head, nurses sometimes jerry-rigged it with duct tape.

Nature Enters the Picture When Product is Missing

Introduction of Xoma for impending tradeshow

Production delays meant Xoma existed only as CAD drawings and prototypes, leaving no product to photograph or demonstrate. Rather than marketing features, the campaign focused on the experience physicians would have with a more ergonomic, efficient exam system.

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image of dandelion seeds and birds in nest — Xoma introduced nature imagery in alignment with the "Exam Room Ecosystem" to subsitute for product photography that wasn't available.