Case Study
Accelerating Global Launch Excellence
Client Snapshot
Industry: Cardiovascular Devices and Interventional Technologies
Stage: Legacy Brand Navigating Multiple Ownership Transitions
Project Type: Comprehensive Commercial Strategy, Market Development, and Full Creative Execution
The Challenge
Cordis, a global leader in cardiovascular technologies, navigated multiple ownership transitions from Johnson & Johnson to Cardinal Health, and later to private equity ownership. Amid these shifts, Cordis needed a partner to provide continuity, accelerate innovation, and modernize commercial execution. The challenge spanned far beyond marketing: Cordis required strategic business development support, portfolio growth guidance, and scalable, global commercial tools to maintain leadership across coronary, peripheral, access, and closure portfolios.
Our Approach
Serving as a long-term partner across nearly a decade, we operated at both the executive strategic and creative tactical levels. We supported front-end business development activities, including market research for acquisition targets, market development strategies, segmentation analysis, and portfolio planning. We delivered commercialization excellence through market launch plans, AOP planning support, and the global deployment of our Launch Excellence Acceleration Program (LEAP). On the creative side, we built multi-channel campaigns, sales enablement platforms, training modules, and digital assets all aligned to enhance Cordis’ global reach and executional consistency.
Solutions Delivered
- Provided business development support including:
- M&A market research and due diligence insights
- Market modeling and market development strategies
- Segmentation analysis and win-loss reporting
- Portfolio strategy and AOP planning
- Led the global standardization of commercial launch excellence through LEAP
- Developed and executed sales enablement and training programs, including:
- LMS-based digital learning modules
- Role play capture and video training assets
- Procedural and time-and-motion videos
- Built multi-channel marketing campaigns and digital sales aids for product launches
- Produced sizzle reels, physician and patient interviews, and executive keynote content for national and international sales meetings
- Supported Salesforce effectiveness with call planning, messaging frameworks, and segmentation tools
- Delivered corporate branding support for milestones and anniversaries
- Designed procedural guides and education tools for both print and digital formats
- Created demo kits and branded collateral to support field-based selling
- Provided creative development for peer-to-peer educational programs and patient education campaigns
- Supported over 15 Cordis departments across all four major portfolios with strategy, research, and creative pull-through
Outcomes & Results
- Accelerated global commercialization by standardizing launch excellence processes
- Enabled Cordis to maintain and expand market leadership through multiple ownership transitions
- Delivered scalable sales training modules integrated into Cordis’ LMS systems
- Increased effectiveness of field sales efforts through tailored enablement tools and training
- Strengthened Cordis’ brand equity and expanded market presence through consistent, high-impact marketing and educational campaigns
