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— Surgical Innovations —

Brand Precision for the Keyhole Innovators

Surgical Innovations is a leading UK medical device manufacturer specialising in the production of creative solutions for minimally invasive surgery.

The Challenge

Having esteemed R&D credentials and having won a Queen’s Award for Excellence, they have an international reputation, selling across the globe. Despite this backdrop of success, the company realised they needed to extend their reach in existing markets by identifying cross-selling opportunities that would further their growth requirements.

The Difference

The Engine Room team was asked to work alongside the company to address both Surgical Innovations’ and SI Group PLC’s marketing and branding. Working closely with SI to determine the individual design approaches for each market sector, we developed the existing brand to ensure it communicated simply and effectively, targeting surgeons and distributors.

An extensive new website and a sister site for SI Group PLC were designed and built, along with product literature and sales support materials, an email marketing campaign and exhibition design. Education and training were also key factors for consideration – so vital in this sector. We ensured each website communicated effectively and differently to the varying audiences and networks.

The Returns

  • Higher levels of distributor engagement have been achieved since launching the new brand identity and implementing their new marketing campaigns.
  • The number of web visitors has risen dramatically and the SI PLC site was shortlisted for the Best Communications Award at the AIM Awards in 2012.
  • We pulled out the R&D credentials of the company, firmly repositioning them from a product-led manufacturer to a design-led, user-centred organisation.
  • Continued growth in all areas of the business.