Avanos
Two products, one strategy: How we delivered above-market results
Category
DevicesAbout This Project
Challenge:
Launching any product is a challenge. But launching two at once? Herculean. Avanos Medical planned to introduce the CORTRAK* 2 Enteral Access System, the second generation of their popular enteral feeding system. Plus CORGRIP* SR, an innovative system that firmly holds nasal feeding tubes securely in place (tube dislodgement can lead to delayed nutrition, a major problem).
Avanos tasked medical marketing specialists Bryant Brown Healthcare to create and deploy both launch campaigns to the US and global markets.
Solution:
Based on extensive research, Bryant Brown Healthcare created the campaign concept “Efficiency that empowers” for CORTRAK 2. For CORGIRP SR, we crafted a campaign theme that communicates the product’s main promise: “Stay secure knowing your patients are getting the nutrition they need.”
Bryant Brown then developed foundational elements of the campaign: positioning, messaging, and branding. And deployed a range of digital and print tactics for both products: webpages, brochures, sales aids, email campaigns, and social media posts. And rolled them out in the U.S. and globally.
Results:
In 2024, CORTRAK 2 achieved net sales of $673 million, which was above the market growth rate. And CORGRIP SR sales contributed significantly to the Avanos Digestive Health division 2024 revenue growth of 10%.
Both products also have helped solidify the position of Avanos as an innovator and market leader – the one to watch for advances in the field.