Launch Communications for FlexSys® Evo

GME German Medical Engineering has been developing medical laser and light systems since 2011. With the FlexSys® Evo, the Erlangen-based company is launching the next generation of its modular platform system—for a wide range of dermatological indications, from rosacea and vitiligo to scar correction. Our mission: to develop a positioning strategy for the relaunch that makes a clear promise and stands out from the competition at launch.

Facts and figures

Client:
GME German Medical Engineering GmbH

Branch:
Healthcare

Link:
https://gmeonline.de/flexsys/

In 5 words:
Product Positioning
HCP Communication
Messaging
Communications Strategy
Product Launch

The market for medical laser systems is growing, and with it, the opportunities. But competition is fierce: Established players with significantly greater resources already have a strong presence in the markets and, in some cases, enjoy greater brand recognition.

FlexSys® Evo has genuine technological advantages, but these selling points are already widely covered.

So the initial question was: How can we effectively highlight the strengths of FlexSys® Evo while simultaneously differentiating ourselves from the fierce competition?

Mehrere Personen sitzen mit Laptops in einem Meeting

At the heart of our messaging: trust and self-confidence for all target audiences.

Guided by this theme, we developed a strong positioning strategy for FlexSys® Evo, accompanied by a comprehensive messaging matrix featuring a compelling value proposition and a detailed sales pitch guide.

Schirftzug "Confidence with every impulse.", FlexSys® Evo und Positioning Slides

To further prepare for a launch event in Germany, we developed a comprehensive list of actions, including a roadmap and conceptual guidelines—serving as a foundation that the GME team could build upon independently.

At the first events, the GME contacts responsible for FlexSys® Evo’s positioning and communication received positive feedback and shared this result directly with us.

The result is a strong, differentiated product positioning that was shaped by respectful and proactive collaboration. We look forward to the next projects with Johanna and her team!