IMPACT STORY: Podimetrics

Elevating a Class 1 medical device brand with sharp strategic insight and audacious creative

Amputations and other foot complications can be devastating for people living with Type 2 diabetes, while also costing the healthcare industry millions every year. What’s worse, the incidence of diabetic amputations is increasing dramatically, yet most could have been avoided with proper care. To tackle these skyrocketing challenges, Podimetrics developed a unique approach that combines a step-on thermometric medical device with wraparound patient support — yet struggled to fully connect with patients, providers and payors.

Working in partnership with Schaefer Advertising, I refined Podimetrics’ positioning and developed an all-new brand story, breakthrough creative, and a website refresh that won Gold at the 41st Annual Healthcare Advertising Awards.

Comprehensive branding and breakthrough messaging for a Class 1 medical device from Podimetrics. shown in new website design on laptop, iPad and mobile phone.
Podimetrics "We Choose Hope" tagline and brand manifesto, backed by strategic positioning and a new value proposition for this Class 1 medical device.

Challenges

  • Podimetrics offers a unique “SmartMat” solution for preventing diabetic foot complications, but struggled to clearly communicate both how and why it works
  • Payors and providers are often skeptical of new solutions due to patient adherence challenges
  • Podimetrics needed to establish a compelling new brand that would generate attention and interest
  • After developing a visual identity for Podimetrics, the Schaefer Advertising team brought me in to help develop the broader brand story, creative campaign and website content.
Second part of the Podimetrics Brand Manifesto, with positioning messaging for a new Class 1 medical device addressing the skyrocketing costs of diabetic foot care.
The third section of the Podimetrics Brand Manifesto, with strategic care model and utilization messaging for a new Class 1 medical device for diabetic foot care.

Impact

  • Refined strategic positioning from a monitoring device provider to a truly innovative holistic solution
  • Elevated the brand story from “preventing a problem” to delivering hope for patients
  • Created “We Choose Hope” company manifesto, co-developed the brand campaign and wrote all content for the website refresh
  • Developed a comprehensive messaging framework for all audiences (payors, providers and patients)
  • Helped Podimetrics cement important new contracts with payors and the VHA, as well as key partnerships with the American Diabetes Association, Amputation Prevention Alliance and others.
  • Continued to support Podimetrics directly on social media video projects, future product naming initiatives and comprehensive Patient and Provider Education Handbooks.

“Through a transformative strategic shift, Martha helped reposition Podimetrics into a holistic solution provider that delivers not just prevention, but real hope for patients. By crafting the ‘We Choose Hope’ company manifesto and co-developing an impactful branding campaign and website refresh, Martha elevated our brand story from merely addressing a diabetic foot problem to inspiring a world of freedom and mobility for current and future patients. Additionally, our messaging framework now speaks directly to the needs of three very different target audiences — payors, providers, and patients — ensuring it connects with our mission of hope and prevention.” — Kim Carpenter, Senior Vice President-Marketing, Podimetrics, Inc.