<span style="color: #333333;"> </span><span style="color: #808080;"><strong>Medical Products and Devices
Coapt Systems, Inc.
Brand Positioning / New Product and Brand Development</strong></span>

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<h1><span style="color: #333333;"> </span><span style="color: #808080;">This facial aesthetics marketer creates a new product brand for women consumers in the North American marketplace.</span></h1>
<h2><span style="color: #808000;"> <img class="alignnone size-full wp-image-1070" title="hydrelleface" src="/pullinc/wp-content/uploads/2009/01/hydrelleface3.jpg" alt="" width="514" height="216" /></span></h2>
<h2>Coapt Systems is a global developer and marketer of facial aesthetic products for the plastic surgery and dermatology markets. To grow their business outside of their core products of minimally invasive surgical devices, Coapt licensed a new technology for the facial dermal filler marketplace. PULL was asked to develop a completely new product brand to be marketed under the given trade name: Hydrelle.</h2>
<span style="color: #333333;"><span style="color: #333333;">From the ground up, PULL developed the strategic brand positioning targeting a younger, more affluent consumer. In conversations with women patients of facial dermal fillers, we learned their frequency of application would increase significantly if the experience was less painful. With that insight we helped the marketing team develop the brand positioning, brand messaging platform and tag line centered around the products most compelling competitive advantage–pain free injection. </span></span>

<span style="color: #333333;"><span style="color: #333333;"><img class="alignnone size-full wp-image-1712" title="hydrelleweb" src="/pullinc/wp-content/uploads/2009/01/hydrelleweb2.gif" alt="" width="515" height="419" />
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<span style="color: #333333;"><span style="color: #333333;"></span></span><strong> </strong>To  bring this value proposition to life, we created a comprehensive brand  identity system that included the new logotype, trade name signatures,  trade dress, product packaging and brand messaging guidelines that serve  as the foundation for developing marketing communications and surgical  practice enhancement programs to support the market launch of the  product in the US and Canada. PULL completed this work in an extreme  short 8-week time frame from project kick off to market launch.

<strong>Six  months after the product's introduction, Hydrelle had gained the trust  of influential facial aesthetic surgeons and dermatologists who were  able to increase incremental consultations with prospect  women  consumers considering the procedure.</strong>
<h2><span style="color: #808080;">“PULL  did an excellent job of guiding our marketing team through the  strategic positioning and creative process of our recent Hydrelle  product launch. PULL’s contributions were exceptional. More importantly,  PULL delivered all the market launch communications on a very tight implementation schedule… and on-budget!”</span></h2>
<strong>David Barella, Senior Vice President
Global Marketing, Coapt Systems, Inc.</strong>