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Meet Ekso Bionics

Since 2005, Ekso Bionics has been pioneering the field of robotic exoskeletons to augment human strength, endurance and mobility. They launched the first FDA-approved exoskeleton indicated for stroke and spinal cord injury (SCI) rehabilitation that is designed to help patients get back on their feet by supporting the re-learning of correct step patterns, weight shifting, and potentially mitigating compensatory behaviors.

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Challenge

Ekso Bionics was experiencing a brand disconnect between who the company really was and what people think it is. The end-vision of creating a personal “magic walking machine” is attractive and compelling, but it wasn’t something the company could deliver at that time. As such, the company needed to find an efficient and effective way to educate the clinical audience about the benefits of earlier mobility with their exoskeleton to help those recovering from stroke or SCI get back on their feet sooner and to induce neuroplasticity to optimize long-term patient outcomes.

Solution

Grey Matter Marketing organized a full-day diagnostic meeting with C-suite stakeholders to identify key challenges and critical success factors. We then developed a customer journey map with key marketing and sales tools and processes to drive awareness, education and conversion. GMM delivered the following:

  • Defined the sales cycle, lead nurturing program & process, and set up the CRM system to support implementation and reporting
  • Developed a content map to connect content to the prospects stage in the buying cycle, followed by a content matrix and asset library to deliver timely and high-value content to prospects
  • Developed sales tools and lead nurturing materials (byline articles, case studies, clinical summaries, etc.), building the clinical value and ROI story for prospects

Business Impact

  • Ekso Bionics saw an increase in over 150% in year-over-year shipments of medical devices in North America
  • Revised the company’s point-of-view (POV) with more digestible key messages and formats to better educate and convert the clinical audience; Ragan’s PR Daily’s awarded the infographics the 2015 Visual & Infographics Award in the Complicated Concept Infographic category
  • Increased the number of qualified leads and drove engagement for better conversion rates and a shortened sales cycle
  • Helped to established Ekso Bionics as an authority and thought-leader in the space with valuable information important to clinical champions/influencers and key decision makers

"Grey Matter Marketing acted as an extension of our team and applied a partnership mentality to the problems we were trying to solve. They helped us strategically take on the market we were going after and framed a tactical plan we could execute. Their executive-level healthcare experience sets them apart from other agencies I’ve worked with."

~ Allison Sojka, Vice President of Marketing