As part of its effort to enter the
spinal surgery marketplace, K2M put together a unique business strategy and an
experienced management team to make it happen. But the industry was dominated
by billion-dollar companies with deep pockets and established brands. K2M
turned to Sage Communications (Sage) for help raising their profile.
As a relative newcomer to the spinal
surgery equipment market, K2M wanted to establish an overall branding standard
that would set the company apart from its much larger competitors. K2M also
wanted to develop a suite of professional marketing pieces to support its sales
team and reinforce K2M’s status as an established company.
Sage needed to create the entire K2M
corporate brand, including the company’s corporate logo and a creative suite.
The agency was also tasked with developing an individual brand for each of the
company’s 20 different product lines, so each product could be instantly
recognized in the market place.
When Sage completed our competitive
research and brand audit, we discovered that most medical companies grew by
acquisition. As a result, the original product names and images became
incorporated into the larger brand of the new company, causing confusion in the
market as product lines became disjointed and fragmented. Eventually, customers
couldn’t determine which company managed which product lines. Since K2M was
creating all of their product lines instead of acquiring existing products,
they could choose a name for each product line, establish a distinctive look
for that product, and market it more effectively. This allowed Sage to build
both corporate and product brands from scratch.
For each product line, Sage presented
possible names for K2M’s review, then created an individual logo, color
palette, and a main photographic image. The agency then developed a two-page
flyer template, a PowerPoint presentation, a 36-page surgical technique manual,
a 44-page launch packet for the sales force, a 35-page technical monograph, a
trade show pull-up banner display, and a DVD cover and packaging. The goal of
every content layout was the same – to give surgeons a way to find the
information they needed quickly.
To ensure that all pieces met a brand
standard, Sage created a 76-page Style Guide, outlining primary and secondary
colors for the corporate brand and all of the company’s product lines. It also
established which fonts could be used in corporate materials; usage guidelines
for all of the new corporate and product logos that Sage created; and listed
every marketing piece Sage created for K2M, along with how much it cost to
order them from the company.
Our advertising campaign also took an
unconventional approach. When marketing their products in medical journals,
most of K2M’s competitors chose to show a large photo of the product they were
trying to market. Sage advised K2M to have each ad focus on one unique benefit
of the surgical implant being promoted. We have written, designed and produced
eight different ads, developed a comprehensive media plan, coordinated all
space reservations, and delivered the finished ads to the publications.
Sage also created specialty pieces for
many of K2M’s products as the client objectives changed. For one of their
product lines, the agency designed a three-dimensional sales tool kit with a
carrying handle. It opened to reveal that product’s suite of marketing
materials and two DVD surgical tutorial sleeves. Sage has also created patterns
for ties and scarves, sales conference signage, surgeon case presentation
posters, and Flash animations used for product demonstrations.
For NASS, K2M’s largest trade show,
Sage designed individual booth panels and created a three-dimensional direct
mail piece. The goal was to increase attendance at their booth for the newest
product line. The agency also designed and produced a three-ring binder for the
product to hand to the doctors with all the product information in it. For this one trade show, Sage designed,
printed, and delivered at least 30 collateral or trade show pieces every year.
Since 2008, the agency has been
managing all aspects of K2M’s public website. Sage has also designed and
programmed a database-driven Extranet, where sales representatives can download
all the latest collateral PDFs and catch up on the latest K2M videos.
With Sage's help, K2M has
elevated its brand in the eyes of Orthopedic Surgeons around the world. The
company's corporate sales and market capitalization has increased each year and
the K2M sales force has a brand and collateral suite of materials that they can
stand behind confidently.