Medical Device Launch
Company
Checkpoint Surgical
Skills Applied
- Messaging/positioning
- Copywriting
- Art direction
The Strategic Need
In 2021, Checkpoint Surgical launched its next-generation nerve stimulation device, an instrument used by surgeons to protect and assess nerves during surgical procedures. The company’s challenge was to develop messaging that highlights the new device’s differentiating features while communicating the legacy device’s benefits.
The new CHECKPOINT GUARDIAN® offers the same benefits of the original device, along with improved information delivery features to support surgical decision making. Both the Guardian and legacy stimulator are handheld devices, setting them apart from technologically complex systems for intraoperative nerve stimulation.
The Creative Solution
We developed a tagline that blended the ideas of decision-making support and handheld control. The message resonates emotionally with surgeons, whose primary “instrument” is, in fact, their own hands.
“The Decision is in Your Hands”
This tagline was carried through all launch collateral, including a sell sheet, social media content, and display banners. I worked collaboratively with the marketing team to crystallize the message and craft the final tagline. I wrote the sell sheet copy and provided art direction to the designer.