USA market approach for Barricaid

Project
The American Intrinsic Therapeutics has been dedicated to the development of a new medical implant since its start-up in 2000. Barricaid is a groundbreaking implant – no bigger than a fingertip – to prevent recurrent hernia. From its head office in Woburn, near Boston, and with a serious group of investors, Barricaid must conquer the world step by step.
Challenge
After hundreds of successful operations outside the US and a huge amount of collected medical data and research, the FDA finally gave the green light for the States in early 2019. In a very conservative industry and – paradoxically – in its own country, Barricaid must prove itself as an innovative ‘newcomer’. In a complex playing field. And with impatient private equity on the sidelines.





Solution
At Barricaid it was also about the right brand positioning. For too long and too often, Intrinsic has looked back on the burden of proof and hammered home the many studies. What Barricaid lacked was a voice about the future. A positive message for, on the one hand, patients who long for a pain-free life and, on the other hand, for all medical stakeholders who need to see the high success rates of Barricaid. The first BrainSells applied in the US for WADM.





Impact
BrainSells provided groundbreaking insights at Intrinsic Therapeutics. From that moment on it becomes clear that too much evidence is being used against you. And that clinical data above all also needs real-world experiences. Patients speak out. ‘Prevention is always better than cure’. All possible communication tools are filled with the positive approach as much as possible. State by state, Barricaid is winning over doctors, medical stakeholders and patients. With ‘Never look back’ as a recurring theme.









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