Background

PRIA Healthcare is a specialized company that provides strategic reimbursement consultation and patient access services for innovative medical device companies. Their mission is to ensure that new medical technologies are accessible to patients by securing the necessary insurance reimbursements and authorizations. Despite their industry expertise and superior service offerings, PRIA faced challenges in building brand recognition, justifying their premium pricing, and expanding their market reach. To address these challenges, PRIA partnered with Signature Brand Factory.

Challenges

PRIA's challenges included:

1. Brand Differentiation: PRIA needed to position itself as the premium provider of patient access services in a market where competitors offered similar services at lower prices.
2. Market Penetration: The company required a strategy to increase awareness and understanding of their services among small and medium-sized medical device companies.
3. Expansion of Strategic Reimbursement Services: PRIA needed to build its capacity to handle larger volumes of strategic reimbursement opportunities while maintaining high-quality service.
4. Investor and Stakeholder Engagement: PRIA sought to attract more clients and strategic partners by showcasing their superior technology and track record.

1

Brand Creation and Positioning

• Brand Story and Messaging: We developed a brand story that positioned PRIA as the "gold standard" in patient access services, emphasizing their superior expertise, dedicated teams, and personalized attention to both patients and medical device companies.
• Visual Identity: A cohesive visual identity was crafted to reflect PRIA’s premium positioning, including refreshed logos, marketing materials, and a state-of-the-art client portal that underscored the company's commitment to technology and efficiency.

2

Strategic Market Positioning

• Market Segmentation and Targeting: We identified key market segments, including small to medium-sized medical device companies and strategic reimbursement consultants. PRIA’s services were positioned as essential for these companies, particularly those launching new Class II and Class III medical devices.
• Competitive Differentiation: Signature emphasized PRIA's unique ability to deliver high coverage approval rates quickly, thanks to their deep expertise and the personalized attention provided by their dedicated client teams.

3

Development of Marketing and Sales Tools

• Sales Presentations and Product Brochures: High-impact sales presentations and product brochures were developed to clearly articulate the benefits of PRIA’s services, targeting both existing and potential clients in the medical device industry.
• Digital Marketing Strategy: A comprehensive digital marketing strategy was implemented, including targeted Google search advertising, LinkedIn campaigns, and email marketing to build awareness and generate leads within the medical device community.

4

Thought Leadership and Conference Strategy

• Thought Leadership Content: Signature developed thought leadership content, including case studies and white papers, to position PRIA as an authority in patient access services and strategic reimbursement. This content was shared through webinars, trade publications, and PRIA’s website.
• Conference Presence: PRIA’s presence at key industry conferences was enhanced through custom-designed booths and event materials that highlighted their expertise and successes in securing patient access for new medical devices.

5

Expansion of Strategic Reimbursement Services

• Capacity Building: Signature worked with PRIA to expand their strategic reimbursement services, enabling them to handle larger volumes of work without compromising service quality. This included the development of training programs for new staff and the integration of advanced IT systems to streamline operations.

Results

The collaboration between PRIA Healthcare and Signature Brand Factory led to several notable outcomes:

• Enhanced Brand Positioning: PRIA successfully established itself as the gold standard in patient access services, justifying its premium pricing and attracting new clients in the medical device industry.
• Increased Market Penetration: Through targeted digital marketing and outreach efforts, PRIA significantly increased its visibility among small and medium-sized medical device companies, leading to a steady growth in new business.
• Expanded Service Capacity: PRIA was able to expand its strategic reimbursement services, allowing the company to take on more clients and larger projects while maintaining its reputation for quality and efficiency.
• Stronger Thought Leadership: PRIA’s position as a thought leader in patient access and strategic reimbursement was solidified through the publication of case studies, white papers, and participation in industry conferences.