Repositioning and relaunching a laparoscopic platform with messaging that drives adoption
How we developed clear messaging, precision imagery from engineering CAD files, and a full suite of sales materials to help Cipher Surgical reintroduce OpClear® to the market.
- Client
- Cipher Surgical
- Industry
- Laparoscopic surgery
- What we delivered
- Messaging, imagery, sales materials, training
The challenge
Without clear positioning, even proven technology gets overlooked
Cipher Surgical is a medical technology company specialising in laparoscopic solutions. Their OpClear® platform maintains surgical clarity by preventing visual obstructions during laparoscopic procedures, directly improving patient outcomes.
But despite the clinical advantages, OpClear® needed a stronger market presence. Cipher sought to reposition and relaunch the platform with messaging, visuals, and sales materials that effectively communicated its value to healthcare professionals across multiple audiences.
Our approach
A full relaunch built around what matters to the customer
We worked closely with Cipher Surgical to understand the clinical value of OpClear® and the real conversations happening with healthcare professionals. From there, we developed a comprehensive repositioning strategy spanning four key areas, each designed to reinforce the platform's value at every touchpoint.
Messaging and positioning
Working closely with the team, we refined the messaging to highlight the critical role of the OpClear® sheath in improving laparoscopic procedures. This messaging was tailored for a wide range of audiences and became the foundation for all materials that followed.
6 weeks from start to finishPrecision imagery from CAD files
We created impactful visuals that clearly demonstrated how OpClear® maintains laparoscopic clarity. Each image was developed using engineering CAD files combined with advanced image manipulation, ensuring absolute precision and clinical accuracy.
2 weeks from start to finishSales materials suite
The approved messaging became the foundation for a full suite of sales materials, including global brochures, VAC packs, and interactive presentations. Each piece was carefully aligned with the visuals and core messaging to create a cohesive set of tools.
3 months from start to finish*Interactive training materials
We built an interactive training resource to help healthcare professionals optimise their use of OpClear® and easily troubleshoot any issues. Hosted on a single, easy to navigate platform, it made accessing the right information faster and more intuitive.
2.5 months from start to finish**Timelines include full regulatory review and approval
The impact
OpClear® is now clearly understood across the market
Through precise imagery, refined messaging, and a cohesive suite of sales materials, we helped Cipher Surgical successfully reintroduce OpClear® to the market. The result is a platform that is more effectively positioned, with its advantages clearly understood across the healthcare sector.
Clinically accurate visuals
High-precision imagery built from CAD files that brings the technology to life for healthcare professionals
Cohesive messaging
A unified narrative across all materials that clearly conveys value to every stakeholder in the decision chain
Stronger market position
OpClear® is now more recognisable and persuasively positioned across global markets
See what we delivered
Built for regulatory confidence
Every visual was developed using engineering CAD files to ensure absolute clinical accuracy. Combined with referenced clinical data throughout the sales materials, the entire suite was designed to support regulatory review and give Cipher Surgical confidence in every customer conversation.
Ready to get started?
Here's exactly what happens
Three clear steps from first conversation to materials that reposition your device and drive adoption.
Book your call
A short introductory call to discuss your positioning challenges, your audience, and where opportunities are being missed.
Get your roadmap
Receive a tailored plan for the messaging, visuals, and materials your team needs to clearly communicate your device's value.
Launch with clarity
Go to market with cohesive materials that position your device clearly and give your team confidence in every conversation.
Want results like this for your device?
Book my free strategy callNo obligation. 30 minute call. Tailored to your device.
More success stories
See other case studies
Case study
Merit Medical
Value-based sales tools that transformed customer conversations and accelerated the sales cycle.
Read case studyCase study
NuVision
A refreshed corporate identity and two new brand launches for a leader in regenerative eye care.
Read case studyCase study
SSG
Repositioning a healthcare infrastructure company from hardware supplier to smart hospital solution provider.
Read case study
