Our relationship with AXYA MEDICAL began with a phone call from company founder, inventor, and serial entrepreneur Paul Fenton. Axya had engineered a suite of innovative arthroscopic fixation products and was aggressively pursuing broad commercialization. In Paul’s assessment, however, “Our brand isn’t up to par with our technology. It doesn’t deliver on the innovation promise”. Enter Tom Davis and the BrandFocus team. By first engaging Axya leadership in a day-long strategic positioning workshop, we identified several important messages that were not being consistently communicated.

We then focused on updating the brand and creating new sales tools: an informational brochure (with an optional DVD) and series of product fact sheets. A new website (no longer accessible), advertising, direct marketing, and new packaging followed. The impact of our efforts with surgeons and purchasing decision makers was positive and significant. Very soon after, the French company Tornier acquired Axya Medical to the delight of founders and investors. While we were sad to see a great client leave the fold, we continue to work with many of the same talented individuals on many new ventures.