microsurface engineering | SignalSync & market positioning
position + prepare
OVERVIEW
& client profile
A company that engineers customized microsurfaces for diverse use cases wanted to strengthen its foothold in the medical device space, specifically targeting contract manufacturing organizations (CMOs) whose components could be enhanced with their technology. They had the capabilities but struggled to articulate their value in a way that resonated with medtech decision-makers. There's always more to the story than the messaging challenge they came to us with.
The company's technical capabilities were strong, but their messaging wasn't connecting with the medtech audience they needed to reach. With a mainly technical and administrative team, they lacked deep marketing and communications experience in-house.
Beyond messaging and preparing for a major medtech conference, our process revealed an internal communication gap: the outsourced sales team hadn't communicated a critical opportunity to leadership, which meant the entire company was invisible on an industry platform that served as a go-to resource for their target buyers. This invisibility was costing them leads and deals they didn't even know they were missing. The opportunity was there. They just weren't showing up where it mattered.
CHALLENGE
leading edge technology, unclear market story
We developed a messaging platform through our SignalSync process, specifically calibrated for the medical device space, translating technical capabilities into value propositions that would resonate with CMO decision-makers. We tied the messaging to a key regulatory change that was top of mind throughout the industry, especially among those whose devices are used internally.
The work also surfaced the platform visibility gap that hadn't made it to leadership, leading to a recommendation that the client establish their presence where their audience was already looking. This positioning work gave them a strategic foundation they could build on, and one that proved critical when market conditions shifted dramatically.
STRATEGY
our approach to the problem
STRATEGIC WORK
& ongoing advisory
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SignalSync messaging platform for medtech positioning
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Regulatory-aligned messaging strategy
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Sales channel gap analysis and platform recommendation
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Ongoing messaging application advisory
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Market monitoring for positioning opportunities
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Product naming research for adjacent business lines
1.
Conducted SignalSync process focused on strengthening medical device market position.
2.
Aligned messaging with key regulatory changes resonating with target audience.
3.
Identified critical internal communication gap and helped resolve industry invisibility.
4.
Established ongoing advisory relationship for messaging application and market monitoring.
PROCESS
how we did it
IMPACT
strategic readiness when it mattered most
When an unexpected market shift impacted other business lines, the company was prepared. The messaging platform and medtech positioning they'd built became central to the business rather than an expansion play.
They're also now visible on the industry platform where their target audience looks. With go-to language from the SignalSync process, they can quickly ensure new marketing stays aligned with the strategic foundation, even when it's generated in-house. The early investment in alignment created resilience they didn't know they'd need.