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DIFFERENTIATING AN ESTABLISHED BRAND
Aircast is an established leading orthopedic rehabilitation brand in a marketplace that has become increasingly commoditized. Cita helped to differentiate the Aircast Walking Boot and Quick-Fit Shoulder Immobilizer by crafting brand positioning and value proposition statements to differentiate these products.
Even well known brands need to provide a compelling reason to buy when competitive products are plentiful and reimbursement is shrinking.
Product positioning requires knowing what really matters to both physicians and patients in an evolving market with economic pressures. Cita helped to evolve each product’s messaging beyond a listing of features and benefits and into a succinct position that quickly told the story.
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