SHARPEN YOUR HEALTHCARE MARKETING
The SHARP Method helps healthcare marketers develop compelling marketing that cuts through the noise and gets results.
Our comprehensive marketing & communications framework supports:
Connecting with target customers
Sales velocity
Market penetration
Supporting product launches
Crisis and issue management
Managing corporate reputation
Innovation and storytelling
M&A or portfolio complexity
The Steps
The Rasor SHARP Method is a five-step growth strategy framework specifically designed to identify growth barriers, strengthen market differentiation and accelerate adoption.
The Foundation for Outperforming Competition
The first step is to understand where you stand in a crowded (yet resilient) market facing disruptions from global tariffs and other trade complexities. We conduct a deep dive into your technical products, simplifying the acronyms and specialties to understand what makes them marketable without losing their clinical integrity.
We review and analyze:
- Product and innovation portfolio
- Competitive landscape
- Commercial strategy and clinical differentiation
- Acquisition history and M&A positioning
- Investor narrative
- Sales and marketing materials
- Trade show presence
- Growth market participation
Deliverables include:
- Competitive Analysis. Identifying how you can outshine competitors to help you win across search, digital and traditional media.
- Stakeholder Interviews. Ensuring your leadership’s vision aligns with current market trends.
Many MedTech companies understand their products better than they understand their stakeholders’ motivations and that likely means there are opportunities to connect your product to your consumer.
Through extensive stakeholder interviews with clinicians, purchasing leaders, distribution partners and existing customers, we uncover what’s really driving loyalty and hesitation.
We review and analyze:
- Why are clinicians switching?
- Why aren’t they switching?
- What creates trust?
- What creates resistance?
- What evidence is missing?
The SHARP Method is a highly effective tool to orchestrate these influences into a single, cohesive experience.
Deliverables include:
- Customer Journey Maps & Personas. Understand what motivates both the surgeon and the procurement officer. Use the Customer Journey Map to address the aging population and the rise of chronic diseases fueling demand.
- Customer Loyalty Index. Determine if you are building sustainable, long-term relationships with healthcare systems.
Your Market Positioning & Differentiation Strategy
Most MedTech firms have product claims. Most talk about features.
Very few have differentiation architecture to set them apart from their competitors and fuel growth.
We help you combine product functionality with the emotional benefits that create loyalty by uncovering:
- Why you’re different
- Why that difference matters
- Why customers should believe you
- Why should the market care?
- Why should investors care?
- Why should clinicians care?
- Why should distributors care?
And then we build this into a framework that connects clinical evidence, economic evidence, operational evidence, preference and trust into one cohesive narrative.
Deliverables include:
- A Brand Promise and Message Track. Connecting your product’s technical differentiators to the customer’s actual needs.
- Reasons to Believe. Establishing the clinical and economic pillars that define your brand.
- Brand Voice. Ensuring your organization’s voice, tone and descriptors are impactful, appropriate and consistent.
Your Commercial Plan Roadmap & Revenue Acceleration
Most agencies write marketing plans and stop there. We’re different. We become a growth partner, delivering your message through a data-driven omnichannel approach and leveraging your strengths across every relevant touchpoint.
Deliverables include:
- Integrated Marketing Communications Plan.
- A comprehensive plan that includes strategy, goals, detailed tactics and measurable results across marketing, public relations, media relations, internal communications and more, as appropriate.
- Combines healthcare SEO, paid search, content marketing and traditional media.
- Leverages healthcare SEO and video production as tools for AI-search visibility that reach decision-makers across social and traditional medical advertising without compromising ethical standards.
- The Creative Process. Translating your messaging and creating visual concepts that make sophisticated medical technology stand out.
The outcome is our support for your go-to-market activation across multiple dimensions including:
- Commercial strategy
- Channel strategy
- Trade show strategy
- Key opinion leader (KOL) strategy
- Thought leadership strategy
- Digital strategy
- Sales enablement plan account-based marketing
- Distributor enablement
- Product launch planning
- Acquisition integration communications
An Executive Dashboard & Valuation Impact
In the performance phase we don’t guess, we measure. We provide customized performance tracking dashboards as a real-time monitoring system for marketing effectiveness and ongoing optimization. We don’t stop at campaign metrics and go beyond measuring only impressions, clicks or website traffic. Our performance framework links activities to business outcomes, keeping executive leadership updated on the full picture.
Deliverables include:
- Push & Impact Metrics. Tracking the reach of your brand.
- Outcome Metrics. Focusing on ROI and the quantifiable acquisition of new medical customers.
HOW SHARP IS YOUR BRAND?
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The Rasor SHARP Method: From Strategy to Medical Device Market Leadership
In the complex world of medical device manufacturing, clear communication isn’t just a goal, it’s a clinical and business necessity as well as a competitive advantage. Our SHARP Method is a proven, research-driven framework designed to help you navigate technical complexities, influence healthcare professionals (HCPs) ethically and translate innovation into commercial growth.
Our full suite of services can help you address:
- Investor expectations
- Slowing growth
- Commercialization of innovation
- M&A integration or portfolio complexity
- New market expansion
- Supporting product launches
- Sales force effectiveness
- Differentiation in crowded categories
- Influencing hospitals and clinicians to adopt new technologies
- Crisis and issue management
- Managing corporate reputation
Our Work
The Client
A global medical device manufacturer specializing in surgical instruments to treat atrial fibrillation.
The Challenge
Their brand was defined in very functional terms (high quality, low failure rates, technically sound) They needed a refresh to reflect the fast-paced, progressive company they had become and bring out their “why.”
Our Solution
We first completed an in-depth marketing audit and met with senior leadership to conduct research and interviews to gain a complete understanding of the company’s product offerings, strengths and client perceptions. They offered an excellent product that was unique in the industry, so the functional benefits were easy to define. We also helped them look deeper into how physicians felt about using their products and guided them in considering the benefits to patients and their families.
We identified a strong emotional side of their brand: bringing confidence and peace of mind to physicians as they helped to reduce a global epidemic and heal the lives impacted by the condition they treated. We then developed a new brand promise that balanced both functional and emotional benefits, along with the message track, brand voice and tone to guide all communications.
The Result
Our clinical care-based message track and positioning resonated with physicians, clinicians, employees and patients. Cardiologist awareness jumped from 29% to 55% in the two-year period fol lowing the brand update. The company has continued to grow at a rapid pace, exceeding client expectations with a crisp, clean brand that clearly highlights their mission. The positioning statement we developed helped employees connect emotionally to what they do beyond manufacturing a device and training physicians. It became such a point of pride internally that the client has the positioning statement showcased on their boardroom wall.
The Client
An international medical device company innovating precision surgical and aesthetic procedures.
The Challenge
The company had strong technology but a familiar MedTech problem: how do you connect proven products with more specialists across more fields, like dermatology and otolaryngology (ear, nose and throat medicine), when your competitors are making similar claims?
Our Solution
We started with the people who’d actually be using the messaging every day: the client’s sales force. Stakeholder interviews surfaced what mattered most to the specialists they were trying to reach, and a brand audit gave us the full picture of how the brand was showing up (and where the story was getting lost). We combined the two into key messages built specifically to give sales teams language that actually differentiates, not just describes.
The Result
A library of collateral and product messaging that gives the client’s sales staff the tools to clearly articulate what makes their products superior and helps the end user understand why it matters to them.
The Client
A comprehensive audiology practice with multiple locations in the Cincinnati, Ohio area.
The Challenge
Their website, social media and marketing materials leaned on generic copy and stock-style visuals, which aligned more with the efforts of a retailer than a healthcare provider. The result was a disconnect; none of the client’s content reflected the clinic’s real expertise, depth of care or the personal relationships their team had built with patients over years of practice.
Our Solution
We led a complete re-brand, refreshing the client’s website, social media, logo and collateral materials. Research helped us understand how the clinic was actually being perceived versus how they wanted to be perceived, and that gap became the starting point for a new positioning strategy centered on audiology expertise rather than retail transaction.
We repositioned the clinic to reflect what it truly was: a healthcare provider grounded in clinical expertise and genuine patient relationships. Original copy writing and photography featuring the clinic’s own team and audiology experts brought that positioning to life across every touchpoint, replacing generic messaging with an authentic, human story.
The Result
The re-brand drove real growth. Website sessions increased by 68%, Facebook reach grew by 150% and the clinic saw increased patient volume as a direct result of this new traffic and engagement.
FAQ
Rasor is a specialized marketing firm that provides comprehensive branding, marketing and communications solutions tailored specifically for the medical sector with a focus on medical device and supply manufacturers.
Because medical devices often involve complex specialties and technical acronyms, manufacturers need to know if an agency can “speak their language” and market sophisticated products effectively.
Our team is comprised of experienced strategists, counselors and writers, many with healthcare backgrounds. We digested thousands of pages of technical diagnosis and treatment information to write streamlined, patient-friendly content for UC Health’s website. We also wrote a series of white papers highlighting innovative treatments at Cincinnati Children’s Hospital Medical Center.
As we did with medical device clients like Atricure, we identify and communicate data-driven product benefits and create strategic marketing to reach healthcare professionals throughout their buyer journeys.
In a high-stakes environment, leadership needs quantifiable results and to know how marketing spend translates into new customer acquisitions and revenue growth. As we develop marketing strategies, we assess benchmark data to establish customer acquisition and ROI goals in relation to marketing spend.
Customer journey mapping helps us coordinate messaging across the many sources that influence a purchase, including health plans, physicians and digital advertising. Our marketing strategies are always tied to measurement metrics to monitor performance and we often design research that assesses messaging effectiveness and campaign performance.