What they were up against
Entellus is a medical technology company focused on treatment of chronic sinusitis, Eustachian tube dysfunction and nasal airway obstruction. Competitors were making claims against the core Entellus product line, saying it was inferior to other options. Entellus needed to establish itself as the innovation leader, instill confidence in the technology, position Entellus as the superior enabler of cost-effective service and undermine negative competitive messaging.
What we did to help
We developed an internal communication strategy and created the “Ahead of the Curve” campaign, which thwarted competitive claims, built a strong brand identity and positioned Entellus as the preferred choice. We refreshed all internal communications, sales collateral, content videos and trade show materials. We created print ads, website landing pages and a full-line product shoot for the launch of the new products. We also created a historical timeline to demonstrate how far the company had come and how “Ahead of the Curve” it truly is.
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What happened next.
Our campaign for Entellus led to rapid sales increases and a stronger position in the market. The work was well received by the sales teams, which have credited Yamamoto for helping them tell a consistent story.
Entellus accomplished its goal within one year to become the “in-office” leader and was able to reposition itself as the category leader for all low-invasive technologies in the ENT space. It has continued to see exponential growth year-over-year attributed to smart product acquisitions and new product launches, all supported by Yamamoto. Entellus acquired Spirox, positioning itself as the leader in the ENT space. In 2017, Entellus was acquired by Stryker Corporation for $662 million.