Branding &
Product Marketing
SI-BONE: Bedrock
Effective branding and messaging is in the details. I led brand communication architecture, messaging and content development for the launch of this revolutionary MedTech product to nuero spine surgeons, evolving and enhancing the organization’s overarching brand architecture.
The Challenge
Launching an innovative MedTech product requires more than just a compelling value proposition an scientific literature. It demands a clear, authoritative brand communication framework that resonates with highly specialized audiences and tight connection with Sales. SI-BONE’s breakthrough neuro spine solution faced several challenges:
- Defining breakthrough brand positioning and messaging in a healthcare landscape crowded with enormous sales noise and pressure.
- Engaging spine surgeons through a compelling narrative balancing scientific precision and substantiation with attention-sensitive accessibility.
- Evolving SI-BONE’s overarching brand architecture, ensuring the new product strengthens and clarifies corporate identity rather than adding fragmenting it or adding complexity.
Compounding the challenge were industry-specific constraints, including strict regulatory messaging guidelines, deeply entrenched practitioner beliefs, habits and biases, and the need for cross-functional alignment across marketing, sales, and clinical experts.
Solution Approach
I led SI-BONE’s brand communication strategy, ensuring a consistent, scalable messaging framework that positioned the product as a must-have innovation while reinforcing the company’s broader MedTech identity. Key focus areas included:
- Brand Communication Architecture Development
- Established a tiered messaging framework, ensuring clarity across scientific literature, marketing collateral, and sales presentations.
- Developed a unified brand story that seamlessly integrated the new product into SI-BONE’s overarching corporate identity.
- Strategic Content & Messaging Execution
- Crafted precision-targeted narratives that resonated with neuro spine surgeons, balancing technical depth with storytelling impact.
- Designed an educational content strategy to support adoption, including white papers, clinical proof points, and surgeon testimonials.
- Cross-Functional Integration & Launch Execution
- Collaborated with business, brand, media, and creative teams to ensure cohesion across all communication touchpoints.
- Led messaging consistency across digital, event, PR, and direct engagement strategies, maximizing launch effectiveness.
This meticulous approach ensured that the product not only launched successfully but also reinforced the organization’s reputation as category leader.
“Brian refined our product positioning, branding and messaging based on deep surgeon insights, amplifying the impact of our combined sales and marketing effort, and helping this remarkable product become surgeons’ go-to solution while telling a broader story about our company.”
— Sales Leader
Impact & Insights
The revamped brand communication strategy delivered exceptional results:
- Strengthened industry credibility, positioning SI-BONE as an innovator in neuro spine solutions.
- Increased adoption rates, thanks to surgeon-focused messaging that emphasized clinical efficacy and ease of integration.
- Enhanced brand cohesion, evolving SI-BONE’s corporate identity while ensuring the product aligned with existing trust and authority.
- Maximized launch engagement, leveraging omnichannel communication to drive awareness and industry conversations.
One of the key insights from this project was the importance of structured brand communication in MedTech—scientific innovation alone isn’t enough; messaging clarity, credibility and strategic content delivery are what drive successful adoption.
Key Recommendations
For MedTech companies looking to launch groundbreaking products, these principles are essential:
- Develop a tiered messaging framework that ensures consistency across technical and commercial communications.
- Balance scientific precision with accessibility, tailoring content for both industry experts and broader stakeholders.
- Ensure brand continuity, integrating new innovations within a cohesive corporate identity rather than isolating them.
- Leverage education-driven content strategies to support adoption and market credibility.
- Align cross-functional teams early, ensuring seamless collaboration across clinical, marketing, and sales divisions.
Work I’ve done for them helps make the work I do for you even better.
Let’s Put Your Products in the Spotlight!
© 2025 Brian Broveleit. All rights reserved.
Branding & Product Marketing
SI-BONE: Bedrock
Effective branding and messaging is in the details. I led brand communication architecture, messaging and content development for the launch of this revolutionary MedTech product to nuero spine surgeons, evolving and enhancing the organization’s overarching brand architecture.
The Challenge
Launching an innovative MedTech product requires more than just a compelling value proposition an scientific literature. It demands a clear, authoritative brand communication framework that resonates with highly specialized audiences and tight connection with Sales. SI-BONE’s breakthrough neuro spine solution faced several challenges:
- Defining breakthrough brand positioning and messaging in a healthcare landscape crowded with enormous sales noise and pressure.
- Engaging spine surgeons through a compelling narrative balancing scientific precision and substantiation with attention-sensitive accessibility.
- Evolving SI-BONE’s overarching brand architecture, ensuring the new product strengthens and clarifies corporate identity rather than adding fragmenting it or adding complexity.
Compounding the challenge were industry-specific constraints, including strict regulatory messaging guidelines, deeply entrenched practitioner beliefs, habits and biases, and the need for cross-functional alignment across marketing, sales, and clinical experts.
Solution Approach
I led SI-BONE’s brand communication strategy, ensuring a consistent, scalable messaging framework that positioned the product as a must-have innovation while reinforcing the company’s broader MedTech identity. Key focus areas included:
- Brand Communication Architecture Development
- Established a tiered messaging framework, ensuring clarity across scientific literature, marketing collateral, and sales presentations.
- Developed a unified brand story that seamlessly integrated the new product into SI-BONE’s overarching corporate identity.
- Strategic Content & Messaging Execution
- Crafted precision-targeted narratives that resonated with neuro spine surgeons, balancing technical depth with storytelling impact.
- Designed an educational content strategy to support adoption, including white papers, clinical proof points, and surgeon testimonials.
- Cross-Functional Integration & Launch Execution
- Collaborated with business, brand, media, and creative teams to ensure cohesion across all communication touchpoints.
- Led messaging consistency across digital, event, PR, and direct engagement strategies, maximizing launch effectiveness.
This meticulous approach ensured that the product not only launched successfully but also reinforced the organization’s reputation as category leader.
“Brian refined our product positioning, branding and messaging based on deep surgeon insights, amplifying the impact of our combined sales and marketing effort, and helping this remarkable product become surgeons’ go-to solution while telling a broader story about our company.”
— Sales Leader
Impact & Insights
The revamped brand communication strategy delivered exceptional results:
- Strengthened industry credibility, positioning SI-BONE as an innovator in neuro spine solutions.
- Increased adoption rates, thanks to surgeon-focused messaging that emphasized clinical efficacy and ease of integration.
- Enhanced brand cohesion, evolving SI-BONE’s corporate identity while ensuring the product aligned with existing trust and authority.
- Maximized launch engagement, leveraging omnichannel communication to drive awareness and industry conversations.
One of the key insights from this project was the importance of structured brand communication in MedTech—scientific innovation alone isn’t enough; messaging clarity, credibility and strategic content delivery are what drive successful adoption.
Key Recommendations
For MedTech companies looking to launch groundbreaking products, these principles are essential:
- Develop a tiered messaging framework that ensures consistency across technical and commercial communications.
- Balance scientific precision with accessibility, tailoring content for both industry experts and broader stakeholders.
- Ensure brand continuity, integrating new innovations within a cohesive corporate identity rather than isolating them.
- Leverage education-driven content strategies to support adoption and market credibility.
- Align cross-functional teams early, ensuring seamless collaboration across clinical, marketing, and sales divisions.
Work I’ve done for them helps make
the work I do for you even better.
Let’s Put Your Products in the Spotlight!
© 2025 Brian Broveleit. All rights reserved.