The mission
In medical equipment sales, even the smallest purchase decision follows complex processes involving multiple stakeholders. Within that industry, Rotec - a Quebec SME from Baie-du-Febvre - faced a strategic challenge: showcasing its 30 years of expertise in designing bariatric hospital beds in a market dominated by multinational giants. The challenge went beyond simply promoting a product: the company needed to further develop its credibility amongst numerous key prescribers. With a product featuring unique characteristics in the market, Rotec possessed a differentiating asset. The task remained to transform this niche expertise into a compelling argument, capable of piercing through the multiple filters of a long and formalized purchasing journey. With this objective in mind, Rotec hired Prospek to act as their CMO, to help create their marketing strategy and launch their first major projects.
The solution
A methodological approach in several phases was deployed. An in-depth diagnosis was first conducted, involving interviews with partners, prospects, and key players in the hospital sector. The objective: is to understand the complex mechanisms of purchasing decisions and precisely identify influential personas. This research work made it possible to map the specific expectations of each stakeholder and define a differentiated marketing positioning for Rotec. Subsequently, a two-year communication action plan was developed, detailing engagement strategies by channel and target audience, including a new impactful brand signature to establish the revised brand positioning. This evolution of the brand image was also realized through a graphic modernization of the logo, reflecting the robustness and reliability of the products, while preserving the company's original identity. A complete requirements document for the website was also developed, detailing the user experience and content strategy in the finest detail.
The results
The developed strategy provided Rotec with precise marketing tools to maximize its visibility, including a detailed guide to leveraging trade shows. The new website, designed as a strategic communication tool, now offers clear navigation and targeted content for each audience, strengthening the brand’s credibility in a highly competitive market. The detailed planning of communication tactics included a prioritization of initiatives to better reach and engage audiences, and ultimately achieve the company's ambitious business objectives. Finally, the graphic evolution of the logo and the creation of brand guidelines elevated Rotec's image to the level of competing multinationals, consolidating its credibility in the market.
"This mandate offered me the opportunity to immerse myself in an activity I'm passionate about: research. The particularly complex specialized medical equipment market made the diagnostic phase extremely enriching. I took pleasure in discovering the actors in the bariatric care sector, their work, and the challenges they face. I am grateful for the trust that the Rotec team placed in us for the realization of this project. Collaborating with them was a true pleasure and allowed us to develop a strategy that was not only relevant and effective but also designed realistically to facilitate its implementation by their team."
Marie-Doulce Corby
Marketing Communication Strategist
Following the deployment of the optimized brand image and new website, Rotec started implementing the most pressing marketing tactics recommended in the action plan. These initiatives include a lead acquisition strategy via LinkedIn, reinforced by a robust content strategy. This encompasses the production of specialized whitepapers, webinars, and case studies to effectively engage the target audience and showcase the company's expertise.
"This strategic approach allowed us to translate our technical expertise into a tangible competitive advantage. We are no longer perceived as 'just' a Quebec SME, but as a true global expert in bariatric beds."
Miguel Valero, President and CEO
"The redesign of our brand image and marketing approach has transformed our dialogue with decision-makers in the hospital environment. We now communicate with the same confidence as major players in the market."
Claudia Valero, Marketing Manager
