Rebranding an Industry Leader in Patient Positioning Solutions.
Project Overview
BoneFoam is an industry innovator in developing novel surgical positioning systems to address the complexities of patient positioning during surgery and to change antiquated practices of propping with rolled towels and taping patients to beds. ParkerWhite teamed with BoneFoam to elevate the brand and position the company for growth beyond its roots in trauma surgery.
Problem
The company had seen steady growth within the trauma segment and was quickly adding new product solutions for spine and hip surgeries. However, the branding was outdated, the portfolio was confusing for users to navigate, and the messaging did not clearly articulate the value the BoneFoam systems offered beyond Trauma to surgeons and their patients in safety, access, ergonomics, and time savings.
Solution
Working alongside our strategy partners, Claudia Russell and Mary Savoy, the team restructured the 150+ product portfolio from being a myriad of products to a clearly defined strategy of surgical systems based on procedure type. We then built a story around each system that demonstrated the current problem and the compelling solutions that BoneFoam offers. The rebrand was extended to the new identity system, website, tradeshow properties, social media thought leadership, white papers, and email marketing. Additionally, we overhauled the direct-to-consumer approach and built a presence on Amazon that substantially increased sales.
What we did:
Brand Strategy
Website Design
Lead Generation
Digital Catalog
White Papers
Social Media
Tradeshow
Amazon Storefront
“The overall brand refresh elevated BoneFoam’s position in the market, and we now drive many more customers to our website, which we are now able to convert to sales. Additionally, the shift in our direct-to-consumer approach has been phenomenal.We sold more in two months than we did the entire previous year.”
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