Case Study: Product Launch
Inviro Medical - InviroSNAP! Safety Syringe

Situation

After nearly 14 years in research and development, the InviroSNAP! Safety Syringe was ready for large-scale production and distribution. Max2o was hired as the agency of record to launch the product to infection control professionals and other decision makers working in Canadian and U.S. hospitals.

Objectives

• Position the new product among target audiences as a revolutionary design that represented a new market category
• Generate requests for samples and initiate clinical evaluations for the product
• Ready initial materials within four weeks to coincide with immediate Canadian opportunity
• Sequence U.S. introduction with national trade show for infection control professionals

Strategy

• Max2o conducted a series of focus groups with infection control professionals and end-users (clinicians) to determine reaction to the most current product design and to identify key marketing messages.
• As part of a comprehensive, multi-layered PR campaign, Max2o conducted market research among infection control professionals and clinicians on aspects of safety syringe use and design. The results of this study were highlighted in launch media materials, as well as shared with a select group of industry thought leaders at a company-sponsored roundtable profiled in the leading trade publication for infection control professionals.
• Product packaging including syringe packs and dispenser cases was created for the InviroSNAP! Safety Syringe and related products.
• Sales collateral was developed immediately for Canadian audiences and subsequently refined for U.S. launch.
• Trade show graphics and booth materials were designed to support the launch.
• Print advertisements were created and placed in leading trade publications.
• A robust Web site, including a comprehensive product catalog, was developed and launched in tandem with the national trade show.

Results

• InviroSNAP! Safety Syringe was reported extensively in industry trade publications and online media.
• Interest in the product was high at the national trade show, generating active leads for the Inviro sales force.
• The Web site, which is today undergoing search engine optimization, has generated more than 100 sample requests from hospitals throughout Canada and the United States.