The Biomimetic Rebranding
Biomimetic Rebranding – Purchased by Wright Medical
Biomimetic was a publicly traded (NASDAQ: BMTI) manufacturer and marketer of clinically proven products that promote the body’s natural healing cascade. Those products treat musculoskeletal injuries and disease in orthopedic, spinal and sports medicine applications.
Augment, Biomimetic’s flagship product, utilizes recombinant human platelet-derived growth factor (rhPDGF-BB) to stimulate the human body’s natural healing response. Augment was under FDA review when the company approached Stealing Share. Based on global research, both qualitative and quantitative, Stealing Share developed a strategy aligned with the emotional intensity of surgeons’ desire to break the routine of status quo surgical procedures and utilize their expertise to see the extraordinary.
The medical device category, particularly in the area of biologics, normally touts its tireless dedication to improving the well being of patients. However, patients are not the decision makers. Surgeons are.
In addition, while good outcomes are important to surgeons, research shows that surgeons believe they, not the medical device companies, are the ones who make the difference. It’s their ability to discern what will and will not work that holds the greatest value.
Therefore, as is common in the medical market, current industry messaging lacks the understanding of exactly what makes surgeons tick.
Biomimetic knew that, even though it is global, its small size in comparison with many of its competitors might make it difficult to reach all of their potential customers in a meaningful way.
Stealing Share was tasked with the job of rebranding Biomimetic so that it was meaningful and reflective of physicians. That’s how you create preference. Even when you do not hold the vast resources of the competition.
Qualitative and quantitative research conducted with surgeons in the U.S. and Europe to uncovered switching triggers, precepts (belief systems that drive behavior) and the usual usage, awareness and attitudes that are tested in standard brand research.
The outcome of the research was instrumental in the rebranding process. Stealing Share strategists, after examining the research, created the brand promise of Reject Ordinary. It reflects what the surgeons believe they must do in order to stay relevant and exercise their judgment for the best possible outcomes.
This simple statement enables Biomimetic to represent something more than just biologic technology.
The promise of reject ordinary is rejecting of the status quo of medicine. It says that great outcomes can only happen when a surgeon seeks the extraordinary. This promise is designed to position Biomimetic against the competition, be more purpose-oriented instead of process-oriented and form an emotional bond with surgeons that goes beyond price, service, technology, and efficacy.
The Visual Representations and Beyond
Rebranding strategy for Biomimetic included new look for Biomimetic, but only as a visual representation of the brand. The true brand impact comes from how the company fulfills the brand of Reject Ordinary.
The logo demonstrates a surgeon’s assertiveness and decisiveness with the image of a wedge shattering a block that represents the status quo. The themeline, Reject Ordinary, is locked in with the logo at all times to reinforce the brand’s meaning.
The brand positioning and power of that space was valuable turf. As a result, Biomimetic was purchased by Wright Medical recently. Stealing Share created a new logo and mark for Wright Medical as well. You can find the results of that work here www.wright.com
This is Only a Small Part
If you would like to learn more about the rebranding strategy for Biomimetic or any of the other companies we have rebranded, please contact us to schedule a presentation on our process and how it can help transform your brand.
Take a closer look at the creative work for Biomimetic by clicking here