When Innovation Meets a Stagnant Standard
Project Overview
BEDAL, an innovator in secure catheter stabilization, was preparing to launch FlexGRIP, its flagship device, into the competitive U.S. market. To gain traction, they needed a compelling brand story, persuasive sales tools, and a strong digital presence that would position FlexGRIP as a smarter, more innovative alternative to legacy solutions. Our team partnered with BEDAL to shape their entry strategy, developing the brand messaging platform, a robust sales toolkit, a conversion-focused website, and a consumer-friendly Amazon storefront.
Problem
StatLock, the established gold standard, has long dominated the U.S. market for catheter securement devices. Despite its market share, StatLock had not introduced meaningful product innovations in years, leaving clinicians and patients with outdated, overpriced solutions. BEDAL recognized an opportunity: FlexGRIP’s novel design offered enhanced comfort and safety, better stability, and simplified application; features that directly addressed the frustrations healthcare providers experienced with the entrenched competitor. The original inventor of StatLock, Dr. Steve Bierman, was so taken by the product that he became co-CEO to help bring the product to the US market. The challenge was not only introducing a new product but convincing a market loyal to a longstanding standard that a superior solution had arrived.
Solution
To begin to disrupt an entrenched market leader, we positioned FlexGRIP as the next generation of catheter securement; modern, intuitive, and built with both clinicians and patients in mind. We developed brand messaging that clearly differentiated FlexGRIP by emphasizing innovation, patient comfort, and clinical efficiency in direct contrast to StatLock’s stagnation. To empower adoption, we created persuasive sales tools that equipped the BEDAL team to showcase FlexGRIP’s advantages with confidence. Finally, we established a strong digital presence through a responsive website and Amazon storefront designed to build awareness, educate clinicians, and drive conversion. Together, these efforts positioned BEDAL FlexGRIP not just as an alternative but as the innovative challenger redefining the securement standard.
What we did:
Discovery
Messaging
Creative Production
Sales Tools
Website
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