McGinley Orthopedics
Engineering medical progress
McGinley Orthopedics was founded in April 2012 with the goal of increasing patient safety and physician confidence through precision surgical devices, a market is expected to exceed $18.99 billion by 2030 (source: The Brainy Insights).
McGinley Orthopedics currently has 126 US and international patents either issued or pending. Its flagship product is the IntelliSense Drill Technology®, first used in an operating room in mid-2015, and the company has since developed other pioneering products to aid orthopedic surgeons and enhance recovery and results for their patients.
“Our mission is to use better engineering to deliver better outcomes for patients, by taking the guesswork out of the operating room in common orthopedic procedures; World Digital Foundation (WDF), alongside Forward Progress, has delivered that message widely and powerfully.
We now have the right messaging, professional branding, and correct channels to reach our target audiences through engaging content to help build essential relationships and drive our current $40 million Regulation A+ equity crowdfunding investment offering”
Joseph McGinley - Founder, CEO, MD and PhD, McGinley Orthopedics
The Challenge
#1
Build a community of engagement and advocacy for McGinley Orthopedics, while encouraging investment, by explaining how the company’s pioneering technology can disrupt a previously dormant market for new surgical aids.
#2
Create an empathy with its chosen audience and their families and friends, by showing how its products can help surgeon, medical system, and patient to vastly reduce errors, pain, and costs on common orthopedic procedures such as broken ankles and wrists.
#3
Enhance McGinley’s messaging and branding to become more consistent and centralised, creating a strong identity and reputation for the company and its experienced and hands-on management team, within its chosen sector.
The Strategy
Acquire and target data relevant to McGinley’s Orthopedics’ target audience, including healthcare professionals, investors interested in healthcare and, specifically, in precision surgical devices. To then use this data to reach out and create awareness around the company and its technology.
Use webinars, events, video and media outreach to show the audience, in an easily understood and shared way, how this advanced technology can impact both health professionals and patients’ lives for the better.
Update McGinley Orthopedics' branding, website, investment page, logo, and messaging with improved, modern, and more relevant assets, building and establishing one investment page for the company going forward.
Use a large community as an appeal to industry leaders and experts to appear as panellists as they can grow their individual or company awareness to a large, engaged audiences.
The Outcome.
• Built a significant and growing community interested in learning more about McGinley Orthopedics and potentially investing and/or creating further advocacy for the company.
• Investor commitment to the company’s $40 million Regulation A+ equity crowdfunding offering has been accelerated through the renewed marketing communications efforts by WDF and Forward Progress in the past year.
• Email marketing, digital ads, and social media ads have created much greater awareness of McGinley Orthopedics with its target audience, and attracted major registration and attendance at events and webinars.
• Customised media outreach and emotive content has reached out to the company’s professional and investor audience, and promoted stories about how the technology brings multiple benefits – to patients, surgeons and healthcare authorities.
• McGinley now has a ‘one-stop’ investment page online, plus a brighter, clearer, and more arresting brand image to attract interest from investors and healthcare customers.
Conclusion
McGinley Othopedics has been able to improve how it targets and grows audiences, through the work of Forward Progress and World Digital Foundation, which has delivered significantly higher investment and advocacy.
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