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Background:
Norwood Abbey, Ltd., an Australian medical biotechnology company with two business segments — Drug Delivery and Immunology — planned to enter the U.S. market with an innovative laser-assisted drug delivery device for pain management of needle stick procedures.


Objective:
On the heels of its FDA approval, Norwood Abbey required the crystallization of an innovative brand strategy and plan to include sales, distribution, pricing and market entry for its new drug delivery technology device. Also required was a launch plan for the U.S. marketplace and integrated communications tools to gain sales momentum.

  • Invented and patented a new category, “ouch-free technology™” to place the product as a leader in pain management.
  • Launched product in U.S. at the American Academy of Pediatrics Conference and demonstrated product to hundreds of pediatricians/qualified leads.
  • Authored an interactive Key Opinion Leader program to secure product placement in physician offices nationwide.