Case Study

Driving Commercial Excellence for
Ortho and Trauma Portfolio

Client Snapshot

Industry: Medical Device / Capital Equipment

Stage: Fully Established

Project Type: Commercialization Excellence, Portfolio Strategy

The Challenge

Mizuho, a Japanese-owned global manufacturer of surgical tables and accessories, operates in the orthopedic trauma and knee surgery market. While its engineering pedigree is strong, the company faced commercial complexity in the U.S. due to a fragmented product portfolio, the rise of commoditized accessories and refurbished competitors, and an inconsistent approach to launching new products. The commercial team needed a scalable, repeatable launch process and greater internal alignment to improve execution and protect market share.

Our Approach

LLSS partnered closely with commercial and marketing leadership to establish foundational processes and elevate commercial strategy. We helped rationalize the portfolio, define clear messaging hierarchies, and support differentiated strategies in markets under threat from low-cost competition. Over several years, we embedded as an executive advisor, coaching leaders, facilitating cross-functional launch planning, and designing a customized commercial launch readiness framework that has become a core part of their go-to-market execution.

Solutions Delivered

Consulting

  • Brand identity and positioning framework
  • Investor pitch deck and funding round strategy
  • Commercial rollout plan for SaaS implementation
  • Onboarding and training toolkit for enterprise systems
  • Market segmentation and go-to-market advisory

Creative

  • Launch kits for field and distributor use
  • Updated core collateral for sales and product marketing
  • NSM (National Sales Meeting) presentation design and support
  • Branded merchandise to reinforce messaging with sales force at NSM

Outcomes & Results

  • Institutionalized launch readiness across all new products
  • Elevated cross-functional alignment and commercialization process maturity
  • Rationalized and stratified accessory portfolio for clearer messaging and competitive defense
  • Sustained strategic partnership through launch of flagship technology in 2025