our solution: branding
After TranS1 acquired Baxano – a new company was formed; Baxano Surgical. The new company needed a compelling, timeless brand that: 1) suggested progress and advancement, since the company was focused on new, minimally-invasive surgery, 2) differentiate the new, combined organization from the previous two and 3) provide an iconic element that could stand alone to represent the company for certain uses.
The chevron element was designed to evoke forward progress. The element transitions from curved to angular illustrating a concept similar to making a square peg fit in a round hole – making the impossible possible. The colors of the arcs pay homage to the new company’s heritage: Baxano green, TranS1 blue, and the teal that results from their combination.
Because it’s a clear departure from the marks of both predecessor companies, it served to remind all stakeholders that this is a new organization – mindful of its past but focused on its future.
our solution: web site
Baxano Surgical’s new site needed to provide an easy-to-use interface for surgeons, patients and investors alike. With a well thought out sitemap, quick links, limited page layers and advanced, integrated functionality the site capitalized on each users visit by providing relevant information specific to the user.
We worked with the company’s IT group to integrate its salesforce.com surgeon database into an advanced surgeon locator. The locator outputs surgeons within the specified area, but orders them by product use, with the most experienced surgeons at the top of the list. The locator also allows users to search for surgeons by product line, allowing them to create a more meaningful search result. Sales reps were given the ability to control which surgeons appeared in the locator through a simple control in their SFDC account.
A number of opportunities for lead gathering are scattered throughout the site, with each lead funneled directly into the company’s salesforce.com CRM.
An HCP compensation page allows the company to quickly upload quarterly content from its Excel spreadsheets to ensure compliance around this critical directive.
Finally, the efforts put into organic SEO resulted in a dramatic, positive change in search term results, allowing the site to become visible to a much larger audience.
our solution: app
Baxano Surgical needed a digital system that leveraged existing marketing materials with an organized, easy-to-use platform, perfect for sales calls, presentations, surgeon trainings and tradeshows. The app was both compliant and impactful, featuring:
- External public-facing side
- Internal side for confidential and training resources
- Permission-based User Roles
- Client Managed – instant updates
- Favorites Feature: reps prepare for sales calls by creating their own custom folder of preferred materials
- Calendar: Register Surgeons for trainings on the spot – or Reps sign up for Educational Training
from our client
– The app fulfilled all of the company’s goals: reduced printing cost, controlled distribution of content, and a compliant, effective sales and training tool. –