line

Meet USGI Medical

USGI Medical is committed to the development of incisionless technologies that enable physicians to perform procedures through the body's natural passageways. They developed the Pose® procedure, a novel endoscopic weight-loss treatment, to fill the gap between diet & exercise and surgery to help more patients lose weight and keep it off.

Return to Index

Challenge

The minimally invasive weight-loss space was already crowded and USGI would be the fourth endoscopic option entering the market around the same time. They needed a U.S. launch strategy that would create a new ownable market, making the current competition irrelevant, and drive differentiation. Furthermore, they needed to condition the market that the current weight-loss options, diet & exercise—which is not effective long-term, and surgery—which is effective but invasive, were not the only options for the target audience.

Solution

Using Grey Matter’s signature core competency, Category Design, we introduced a new category of incisionless hunger control focused on the most valuable benefit to the patient (longer-term efficacy) by delivering the following:

  • Performed a digital audit and social listening exercise, and qualitative research for insight mining
  • Developed a messaging point-of-view (POV) and positioning statement
  • Developed unique creative concepts that would connect with the target audience
  • Created a Category Blueprint to execute their marketing strategy

Business Impact

  • Aligned their brand’s ambition and their audience’s desires in a compelling creative concept that was unique in a saturated field
  • Developed a Brand Book to provide a set of best practices and guidelines for tone of voice, and look and feel to support brand consistency on a global basis
  • In a crowded space, the unique concepts helped to break through the noise

"Grey Matter brings a tremendous depth of expertise to the medical device marketing space and, specifically to our project with them in the obesity procedure market. In our eyes, this definitely helps them to stand above the rest. From the start of our work with them they hit the ground running and made an immediate impact. One of the things that we appreciated from GMM was their willingness to push back and challenge some of our assumptions and portions of our plan. As such, our company is better poised for a more strategic and comprehensive commercial launch due to our partnership with GMM."

~ Mike Thomas, Vice President of Global Sales and Business Development