Medical Products and Devices
Coapt Systems, Inc.
Brand Positioning / New Product and Brand Development

This facial aesthetics marketer creates a new product brand for women consumers in the North American marketplace.

Coapt Systems is a global developer and marketer of facial aesthetic products for the plastic surgery and dermatology markets. To grow their business outside of their core products of minimally invasive surgical devices, Coapt licensed a new technology for the facial dermal filler marketplace. PULL was asked to develop a completely new product brand to be marketed under the given trade name: Hydrelle.

From the ground up, PULL developed the strategic brand positioning targeting a younger, more affluent consumer. In conversations with women patients of facial dermal fillers, we learned their frequency of application would increase significantly if the experience was less painful. With that insight we helped the marketing team develop the brand positioning, brand messaging platform and tag line centered around the products most compelling competitive advantage–pain free injection.

To bring this value proposition to life, we created a comprehensive brand identity system that included the new logotype, trade name signatures, trade dress, product packaging and brand messaging guidelines that serve as the foundation for developing marketing communications and surgical practice enhancement programs to support the market launch of the product in the US and Canada. PULL completed this work in an extreme short 8-week time frame from project kick off to market launch.

Six months after the product’s introduction, Hydrelle had gained the trust of influential facial aesthetic surgeons and dermatologists who were able to increase incremental consultations with prospect  women consumers considering the procedure.

“PULL did an excellent job of guiding our marketing team through the strategic positioning and creative process of our recent Hydrelle product launch. PULL’s contributions were exceptional. More importantly, PULL delivered all the market launch communications on a very tight implementation schedule… and on-budget!”

David Barella, Senior Vice President
Global Marketing, Coapt Systems, Inc.