Background:
OrthogenRx, a medical device manufacturer of hyaluronic acid injections used to treat Osteoarthritis knee pain, faced a challenge in sustaining growth. Despite initially capturing 7% of the market, sales were stagnating amidst evolving regulatory and reimbursement landscapes.

Situation:
Through qualitative research, GrayMatter identified a key insight: healthcare providers, and the office staff who support them, often face administrative hurdles in getting hyaluronic acid knee injections for patients. Prescribing HA often leads to hassles, frustrating both physicians and patients.

Solution:
In the months following the unveiling of the refreshed brand identity at an industry trade show, GrayMatter developed digital strategy and tactics directed at healthcare professionals and administrators, as well as consumers. 

Impact:
The strategic implementation yielded impressive results, witnessing a remarkable 23% surge in sales, surpassing projections. Subsequently, the company attracted the attention of Avanos Medical, Inc., leading to its acquisition. 

“The value and insight GrayMatter brought to the positioning, branding, and marketing of OrthogenRx was a contributing factor in its acquisition.” – Frank Gallagi, CFO at OrthogenRx, partner, New Age Ventures

“GM’s strategy and insights led to increased leads and product sales, which was very important when it came time to negotiate the sale of the company.” – Ashley Wohl, VP, Marketing, OrthogenRx