Value Proposition for a Surgical Equipment Company


A leading surgical equipment company wanted to maximize the sales of its revolutionary new product.


ZS led the global product positioning effort for the company’s new breakthrough product, providing a consistent communication platform for the worldwide marketing organizations. Working closely with client marketing and medical science teams as well as the client’s advertising agency, ZS designed and delivered both qualitative and quantitative customer insight across several countries to develop and validate the optimal positioning strategy.

In addition to rolling out the positioning to both the country and headquarters teams, ZS also conducted training across the organization to strengthen the skill base of the marketing teams across this and other therapy areas.