11/16/2015

Taking the Next Step

When we first engaged with Micron Products, we recognized the company has a remarkable breadth of experience and capabilities, expanding to markets such as medical and defense. Most notable is the company’s abilities regarding patient-specific orthopedic implants, as the team was able to develop a manufacturing solution that made one-at-a-time production a viable, profitable business model for its client.

What we also recognized was that the company’s name carried cache in only one area—sensors for medical diagnostic electrodes—making it difficult to market it in other arenas. Our suggestion; create divisions within Micron Products that more accurately convey the markets being served, supported by division-specific messaging that would resonate with the appropriate audience. Having provided the company with proven solutions in the past, Micron Products’ leadership took our advice and chose to launch its first division, Micron Medical, at AAOS Annual Meeting – Booth 1357 – March 25-27, 2015.

The launch required numerous pieces be completed quickly, but strategically. These included a new Micron Medical brand with logo and positioning, website, trade show booth properties, and preshow mailer announcing the company’s presence. Working together, the agency developed a positioning approach and marketing materials that took Micron to the next level, giving its new division the credibility it deserved. Our unique messaging, “Single | Batch | Volume – We Make It Personal,” highlights the company’s experience; delivering responsive, client-specific program development solutions in runs from one to 1,000. To learn more about the Micron Product/Micron Medical story, please contact us directly.