From Prototype to Product Launch

How A Medical Device Rebranding Catapulted Pre-Sales

Access Airways Brand Story

Access Airways is making headway as the newest leader in intubation medical device design, development, and delivery, offering inventive solutions for difficult airways. The company’s innovative technology has the potential to become the new standard of care for complex intubation procedures with timely marketing tactics.

Company Goal

To achieve strategic goals surrounding brand development and market penetration for a fast-approaching product launch of an innovative technology,  The Quicksteer ™.

Company Vision

To deliver medical devices that reduce risk and win the confidence of clinicians and patients.

Why Access Airways Partnered with Icovy

Access Airways partnered with Icovy in an initial 6-month engagement to optimize its product launch, gain a better understanding of its market positioning, build online credibility, tackle an outdated website not optimized for SEO, and present a new brand identity across all platforms.

Access Airways
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Expectations of Partnership

The primary objective of the partnership was to assist Access Airways with brand development and market penetration for its product launch of the Quicksteer™. Before partnering with Icovy, Access Airways’ brand story was in the prototype phase. The company wanted to stand out in the competitive Medtech space without losing credibility for straying too far. The timing of deliverables was paramount to prepare for premarketing exposure and setup to demo at annual meetings without scaling too quickly with manufacturing slowdowns and supply chain shortcomings.

The Challenge

In the first quarter of the partnership, the goal was to better understand the market positioning and identify the top-performing channels to get in front of Anesthesiologists and CRNAs. During the same timeframe, the company was involved in multiple major projects, such as moving to a digital database, adopting a CRM, and developing targeted messaging and sales collateral, all while expanding its team.

The Solution

Collaboration and industry expertise were the core reasons Access Airway’s founder decided to rebrand and launch with Icovy. Through weekly team meetings and a thorough study of the competition’s digital footprint, Icovy's marketing strategists provided an accurate assessment of Access Airways’ online performance.

After the initial audit, we identified the immediate pain points, including the need to refine core messaging, optimize the client’s website, update the logo to reflect the company culture, and align with the slogan, “The Breath of Life.”

After multiple interviews with subject matter experts and reviewing market research reports, we took a deep dive into brand personas, discovering the touchpoints on the customer value journey and wordsmithing their slogan, mission, and value propositions per segment. All these strategic activities resulted in a book of branding guidelines and updated channels for brand consistency.

A media day was orchestrated to develop visual assets to aid the development of future projects. Icovy videographers guided testimonials with CRNAs and Anesthesiologists, as well as captured company-wide headshots and product photos to bring more dimension to their brand story.  As the tradeshow season was in line, the website launched with a new wireframe and updated videos for improved engagement and data tracking, consistent branding across channels, and content optimized for SEO.

Results:  356% increase in website traffic over 3 months

After the foundational work, a successful media day, and three end-user testimonial videos,  targeting became the forefront of strategy, defining new avenues to combat the client’s lack of presence at industry trade shows. Icovy’s comprehensive marketing strategy has been instrumental in the growing company’s success and included:

  • Partnerships with industry journals
  • Compelling Ad copy and sales collateral to attract qualified leads
  • Animation videos
  • Live demos
  • Testimonial videos endorsed by respected anesthesiologists

The first trade show was a roaring success, maximizing exposure in front of industry KOLs and strategically positioning company executives in the same room. The team met its goals of increasing brand exposure and personal face-to-face time, generating qualified leads, and growing its database for pre-sales. Premarketing efforts paid off and grew website traffic by 356% over 3 months, post-website refresh.

Attended 5 Airway Management Tradeshows

  • Brand New Trade Show Booth
  • First Brochure Developed
  • Updated Animation Video
  • 100+ Qualified Leads
  • Georgetown Brand Awareness Opportunity 
  • Sponsorships: Industry Events + Anesthesiology News 


  • Traffic Increased by  356% over 3 months

Social Media

  • 224 % Increase in LinkedIn Followers

The Impact


of customers stay loyal to brands that share their values


more leads are generated for brands that blog


of consumers say it’s important for brands to provide them with personalized experiences

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