CASE STUDY - INTUITY MEDICAL
Launching a breakthrough product in a complex category
Developed and scaled a brand system for a breakthrough med-tech product, aligning marketing, product, and sales around a unified narrative and go-to-market approach.
Intuity Medical needed to introduce POGO Automatic, a first-of-its-kind blood glucose monitoring system, to a highly regulated and often skeptical category. The challenge was not just awareness, but clarity, helping patients, healthcare providers, and internal teams understand a fundamentally new experience in a way that built trust and drove adoption.
I led the development of a cohesive brand and messaging system designed to scale across campaigns, digital platforms, and sales enablement tools, ensuring consistency from first impression through ongoing engagement.
Approach
Defined a brand and messaging system that translated a complex medical product into a clear, approachable experience. The approach centered on simplifying how the product works, who it’s for, and why it matters, creating a unified narrative that could scale across patient education, healthcare provider communication, and marketing.
Aligned creative direction across marketing, product, and sales to ensure consistency across all touchpoints, from first exposure through ongoing engagement.
Scope
Brand strategy and positioning
Messaging framework and narrative development
Visual identity and creative direction
Integrated campaign development (digital, social, content)
Product and customer experience alignment
Sales enablement tools (including interactive sales aid)
Website and e-commerce experience
Execution
Led the development of an integrated creative system applied across campaigns, digital platforms, and sales tools. Creative emphasized clarity, ease of use, and a more human, approachable tone within a traditionally clinical category.
Developed targeted digital campaigns and social content designed to drive awareness and conversion, while ensuring all outputs remained consistent with the broader brand system.
Created an interactive sales aid to help healthcare providers understand the product, how it works, and which patients benefit most, extending the brand system into real-world conversations and decision-making.
A digital sales aid was developed to support conversations between representatives and healthcare providers, translating product innovation into a clear, actionable understanding.
The interactive tool walked through what POGO Automatic is, how it works, and which patients benefit most, combining product education with real-world patient scenarios. Designed for flexibility and ease of use, it helped sales teams deliver consistent, confident messaging in clinical settings.
Outcome
The brand positioning and messaging not only outperformed category benchmarks in testing—it exceeded customer expectations across the board.
When activated through a targeted digital campaign:
E-commerce revenue reached 12x the original forecast through targeted digital campaigns
Social media efforts generated thousands of sales in the first month, exceeding projections by 1,200%
Drove over 1 million unique visitors within the first year through integrated organic and paid strategies
Brand positioning outperformed category benchmarks and exceeded customer expectations in testing.
Beyond performance, the work established a scalable marketing framework—aligning brand, campaign, and content into a cohesive system that continues to support awareness, engagement, and patient acquisition.
