Orthopaedic Implant Company is a small medical device manufacturer in Reno, Nevada that competes with some of the biggest brands in their industry. Founded by a team that is seriously concerned about the rising price of medical care, their model is to sell high quality orthopedic implants at a lower price, with hospitals and surgeons able to pass along some of those savings to the patient, lowering their healthcare costs. With OIC, patients, physicians and hospitals all get a “win.” They want to do “good for all.” The problem was that they weren’t clearly communicating their brand messaging in a way or a tone that was resonating with the hospital administrators who are their main customers. We did a deep dive brand strategy session with them, which helped them dial in their positioning and messaging, while bringing their tone in line with what their customers need to hear, all while staying true to what happens to be a pretty radical vision and mission for a medical device company.