Lerner Medical Devices, Inc. (LMD) needed to develop a compelling brand for its flag ship medical device (Levia®), create a product launch plan, and introduce Levia to the patient, advocacy, and healthcare provider communities. LMD tapped QuantumMethod (QM) as its agency-of-record to undertake all aspects of the launch. QM deployed service teams in parallel, executing brand development, design/interactive, strategic planning, advertising, and PR/social media to meet all the needs of the engagement.

ULTIMATE CHALLENGES

• Deliver against an accelerated timeline of 7 months
• Optimize all resources to maximize a tight budget

KEY STRATEGIES & TACTICS
Build a brand identity, create a multifaceted website, and develop and execute a marketing plan from the bottom up to drive the Levia launch.

• Create and execute a comprehensive launch plan
• Develop and implement post launch marketing plan
• Craft all creative briefs, branding documents, corporate identity and advertising
• Conceive tag line and refresh the product logo’s design
• Orchestrate a full array of public and media relations services; including creation of all press kit materials and frequent news releases
• Design comprehensive Levia package materials including instructional manual, quick start guides, and all Levia accessories and complementary products
• Write and produce all sales and marketing materials
• Provide investor relations support
• Produce trade show and consumer event displays/marterials
• Build dynamic online product platform (mylevia.com) that includes: CMS layer, integrated CRM system, ecommerce, patient and physician password protected accounts, and back-end insurance process
• Deploy grass-roots social media campaign
• Execute online/offline direct marketing to patients and physicians
• Manage media planning and buying

RESULT

• Met launch timeline deliverables within prescribed budget
• Established an online community with psoriasis patients through the effective use of Facebook, Twitter, and blogs, prior to product launch for purchase. Went from 0 to nearly 1,800 Facebook fans in 6 months
• Formed partnerships with leading psoriasis advocacy groups
• Met and exceeded trade show foot traffic targets
• Feature spot on the TV show "The Doctors": See clip here
• Levia was ranked 17th in The Health Hut’s “25 Intriguing Web Start-Ups Disrupting the Healthcare Hegemony” during first 6 months
• Above average response rate to campaigns
• Multiple media placements