i-STAT Corporation: Market Share

i-STAT Corporation, a manufacturer of a device for stat blood gas measurement used in emergency rooms, surgical suites, and neonatal settings. (Product gives results in less than 90 seconds.)

To create market share and to position them for an IPO.

Core messaging – “Clinical Results in the Palm of Your Hand” was developed to encapsulate the small size and usability of the product. This message appeared in advertising and collateral aimed at two markets: physicians and hospital laboratories. Speed to results was the primary message to physicians. For labs, it was efficiency.

PCG also assisted in the company’s IPO by collaborating with the client to produce an investor presentation and prospectus.

Direct mail to surgeons attending medical conferences achieved a 45% response rate. Today, the product is widely accepted and used in hospitals throughout the US.