COVIDIEN

BREATHING NEW LIFE INTO AIRWAY PRODUCT LAUNCH.

Bottom Line:

Covidien capitalized on a latent need within the commoditized airway products industry. Traditional tracheotimy tubes were endangering patients and putting hospitals at risk. With the help of BrandJuice, the company identified new opportunities and emrged with a high-end product that gave surgeons and nurses complete confidence.

Process:

Seeing is believing for medical pros in the operating room. So, to create a value proposition for an endotracheal tube, it seemed only fitting to turn to the doctors and nurses that use them. With their help, BrandJuice conducted a brand workshop, led focus groups in the US & Europe, held stakeholder interviews and even spent a fe days riding around with the sales force - all in an effort to learn about the challenges and opportunities from the front lines. Before now, the medical field thought all endotracheal tubes were the same. Not so fast. BrandJuice positioned Covidien's new line of Airway products as a high-end product that would not only improve operating procedures, but lessen the risk to hospitals an dthe surgeons and nurses alike. The buy-in of the new positioning was unanimous, and resulted in an even bigger win for the patients who benefit from these products.

And it worked.