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Jun 07

Carlsmed

By Uncategorized
Case Study
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Building a Scalable Commercial Engine
from the Ground Up

Client Snapshot

Industry: Snapshot

Stage: Series B / Scaling

Project Type: Commercial Buildout & Strategic Rebrand

The Challenge

With new funding secured and growing clinical momentum, Carlsmed was preparing to scale. Like many high-growth MedTech companies, they needed the right structure, strategic foundation, and marketing infrastructure to support their next phase of commercialization. Core marketing systems, from messaging and creative assets to events planning and fulfillment that needed to be built with both compliance and scalability in mind.

Our Approach

LLSS embedded senior leadership and specialized consultants into the Carlsmed team to architect, build, and operationalize a fully integrated commercial function. Our partnership covered strategic planning, cross-functional execution, and creative development—designed to meet immediate commercialization goals while laying the groundwork for long-term growth.

Key phases included:

  • Discovery & Commercial Architecture: Developed a scalable organizational blueprint, mapped functional roles, and aligned resourcing plans to support future expansion
  • Messaging & Compliance: Built a core messaging framework and claims matrix aligned with copy clearance and compliance protocols
  • Creative & Tactical Execution: Led a full rebrand effort, refreshed all digital and print assets, and developed video content to support sales and clinical education
  • Sales Enablement & Training: Designed a reproducible sales process, created field training programs, and delivered a complete sales toolkit
  • Events & Clinical Marketing: Elevated Carlsmed’s presence across trade shows and clinical channels through planning, asset development, and field execution

Solutions Delivered

  • Brand identity and messaging framework
  • Commercial org design and scaling roadmap
  • Sales process design and field enablement
  • Website development and creative assets
  • Video production and art direction
  • Events planning and trade show activation
  • Claims matrix and compliant messaging structure
  • Full-time staff recruitment support formarketing function

Outcomes & Results

  • Operationalized a fully built-out commercial marketing function
  • Successfully launched rebrand across web, print,and video
  • Compliance-aligned messaging framework and claims matrix
  • Additional reimbursement secured via specializedCPT code
  • Expanded regulatory clearance to includecervical indication
  • Positioned for future funding or strategic exit
Jun 07

Cordis

By Uncategorized
Case Study
ALL CASE STUDIES

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
Jun 07

Intuitive

By Uncategorized
Case Study
ALL CASE STUDIES

Strengthening Commercial Strategy
and Launch Readiness

Client Snapshot

Industry: Medical Device / Diagnostics

Stage: Fully Established

Project Type: Commercialization Excellence, Strategic Planning, Campaign Development

The Challenge

Intuitive Surgical, a global pioneer in robotic-assisted surgery, partnered with LLSS to support its lung division, which leads commercialization of the ION system—a robotic platform used to detect lung nodules and enable early diagnosis of lung cancer. While the company is well-established, this division was supported by a young and rapidly growing marketing team navigating a highly competitive landscape. With limited foundational marketing structure, the team needed strategic guidance, stronger internal capabilities, and a clear messaging platform to differentiate ION in a market that includes formidable players such as Johnson & Johnson. In addition, they were preparing for future expansion beyond diagnostics and needed support to assess market opportunities and evolve their positioning.

Our Approach

LLSS partnered with Intuitive Surgical’s lung division to deliver a comprehensive commercialization strategy while building internal marketing capability through our Launch Excellence Acceleration Program (LEAP). We led the development of the ION system’s main campaign, conducting creative testing to refine both messaging and visual elements. This process helped the team differentiate effectively and finalize a unified campaign direction. Separately, we supported a high-profile mobile medical education initiative, which brought the ION system to key cities in a semi-truck activation to drive community awareness and early detection of lung nodules. In parallel, we enhanced the UI/UX of the ION digital experience, optimizing flow and navigation for clinical audiences

Solutions Delivered

Consulting

  • Commercialization strategy and marketing team mentoring through LEAP
  • Market assessment to explore future therapeutic expansion
  • Primary market research and campaign message testing
  • Strategic positioning and competitive mapping
  • Patient-centric market research studies

Creative

  • Commercialization strategy and marketing team mentoring through LEAP
  • Market assessment to explore future therapeutic expansion
  • Primary market research and campaign message testing
  • Strategic positioning and competitive mapping
  • Patient-centric market research studies

Outcomes & Results

  • Strengthened foundational marketing capabilities across the lung division
  • Finalized and deployed differentiated campaign creative and messaging
  • Successfully executed national mobile education initiative across major U.S. markets
  • Conducted strategy and readiness planning for therapeutic expansion
  • Improved digital experience for clinical site visitors with optimized UI/UX
Jun 07

Mizuho

By Uncategorized
Case Study
ALL CASE STUDIES

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
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