Before partnering with Icovy, Poba found it difficult to find a marketing partner that understood medical device specialties. With Icovy, the company found a long-term partner with years of medical device expertise and a track record of success. A challenge they faced was in creating the brand theme and logo ideation. Once a partnership was secured, together, they assessed what channels to promote their services/products.
Poba wanted to find a creative way to penetrate the market as a new start-up, so they tasked Icovy to be the partner to identify the best way of accomplishing that. They wanted to know what competitors were lacking and what wasn't happening in the medical device industry that was potentially occurring in other industries already. The real challenge was that there was a lack of strategy and direction while the founders were busy focusing on business development.