Cipher Surgical is a fast growing MedTech company, based in the UK, which has developed the first automated in-situ intraabdominal lens cleaner.
We have worked with Cipher since early 2019 when we were asked to support the repositioning and re-launch of the OpClear® platform and creation of a suite of sales materials to concisely tell the story of the OpClear platform.
Method / Strategy
During our background research it quickly became clear that surgeons had accepted visual obstructions during laparoscopic procedures as there was no viable alternative. As reported by King’s College London this meant removing the lens up to 13 times during a 2.40h procedure, or once every 12 minutes regardless of what was happening in the abdominal cavity.
With this in mind we wanted to focus OpClear's new messaging and imagery on its ability to maintain continuous vision within the abdominal cavity and thereby minimising and often eliminating the need to remove the laparoscope during complex procedures.
Once the communication guide and imagery were approved, we started work on the sales aids and a training presentation to tell the OpClear story to healthcare professionals in a clear and concise manner.
Finally we transferred the OpClear story onto Cipher’s new website (www.ciphersurgical.com) and planned the first 3 months of social media content to increase healthcare professional awareness.
Podymos took us back to the fundamentals in helping us understand our own mission, before developing finely tuned positioning for all our customer groups. Once we had this understood Podymos quickly brought our branding to life, producing marketing materials that created the impact OpClear deserves. It has been a game changer for Cipher in reminding us why we believe in our product so passionately and great fun working with Claudia and the Podymos team who bring their creativity and professionalism along with them every step of the way.
Chief Operating Officer