The Challenge

Lone Star Medical Products patented and manufactured retractor rings and elastic stays for use in surgical procedures. From its inception, the company was focused on engineering and customer service, marketing almost exclusively to surgeons and hospital procurement operations.

We were hired by the management team to complete an ongoing mission and visioning exercise and help redefine Lone Star Medical's identity and market position. As a result of a brand assessment, BrandExtract recommended products be defined in specific categories as "Retractor Systems" and positioned as a simpler surgical system. Using the tagline "Making Surgery Simpler," the new focus was placed on the benefit of simplicity. Along with a visual rebrand, we helped to streamline new product development, improve customer service and hone the sales messaging. This in turn shifted the firm's engineering-focused message to one that was focused on the benefit to the customer, which changed the perception of Lone Star Medical's product value in the marketplace. Following the launch of the brand in 2006 and subsequent increase in sales, the company's surgical system was acquired by Cooper Surgical, Inc.

The BrandExtract Solution

After the initial assessment and positioning, we developed a brand toolkit that established a new brand management program, starting with a brand assessment and identity development on up to product packaging.

Through collaboration with the marketing team at Lone Star Medical, we successfully launched the brand to employees, customers and the sales channel. As the focus had been predominantly surgeon based, messaging and actions shifted to key influencers such as operating room nurses and their superiors.

The Results

Lone Star Medical's new identity and brand position helped to define the strengths of the company and position it for growth. This focus resulted in many tangible results such as:

• A 12 percent increase in sales after the first six months of the launch
• Improved internal communication and marketing communications
• Improvement in quality control and customer service
• Supported in launching an outside sales team as a pilot project
• Improved visibility and marketplace perception
• A 15 percent increase in booth traffic

According to the client, the upgraded attention that the new branding, graphics, and message garnered was helpful to the acquisition.

Alignment of internal and external messages (i.e., integrated branding) provided a sense of integrity to the marketplace and also focused employees to prioritize and make decisions that were aligned with that "mission."

Deliverables

After the initial assessment and positioning, we developed a brand toolkit that established a new brand management program including:

• Brand assessment
• Brand and positioning development
• Logo and identity development
• Presentation kit development and design
• Marketing system and material development
• Tradeshow booth
• Product Packaging

“BrandExtract took a unique and comprehensive approach to building our branding and marketing campaign. After coaching us systematically through defining our business thrust internally, we were able to develop a cohesive message to our clients and employees about our goals and value. I was extremely satisfied with the outcome, and I think the upgraded attention that the new branding, graphics and message garnered was helpful to the acquisition.”

—Sean D. Self 
Former President
Lone Star Medical Products

BMA Best of Texas Award

BrandExtract's "Making Surgery Simpler" brand development project for Lone Star Medical Products not only won a Business Marketing Association Lantern, the top award in its category, it also won Best of Texas, the highest honor in the show. Lone Star Medical Products rebrand included everything from marketing strategy to the execution of all new identity and marketing materials and was developed by designer Dann Snapp and writer Greg Giles.