The Client
This Irish-based MedTech organisation partners with global medical device companies to design, develop and commercialise class-leading catheter solutions and related technologies. Their services span the full product lifecycle, from early-stage concept development and prototyping to manufacturing support.
Following a successful brand repositioning, the company had one clear goal — to convert strategic positioning into pipeline growth, qualified leads and international opportunities in key markets.
Client
Medical Device Design and Development PartnerIndustry
Medical DeviceSolutions
The Challenge
The business was well-positioned for expansion, with a highly specialised offering and a proven development methodology. What they lacked was consistent access to high-value decision-makers at global organisations, particularly in R&D, product development, and innovation roles.
They required a campaign that would not drive volume, but generate meaningful engagement at the right level, within the right accounts, across the right regions. Digital Account-Based Marketing (ABM) was selected as the ideal approach — offering precision targeting, personalised outreach and high-impact content designed to resonate with a niche technical audience.
The challenge was threefold:
Identify and reach exactly the right targets within a complex, global MedTech landscape
Build awareness of a niche service offering in new regions without an established reputation
Deliver tangible commercial results from a campaign rooted in strategy and relationship development
We began by conducting deep market intelligence to build a profile of ideal target companies across multiple regions across EMEA. Using tailored filters such as company size, sector focus, regulatory maturity and innovation pipeline, we identified and validated a list of over 100 potential targets.
For each organisation, we discovered and profiled the most relevant contact — typically within innovation, technical or procurement functions — and crafted messaging that directly addressed their pain points, needs and product development roadmaps. The outreach was handled with care and relevance, aiming to open meaningful conversations rather than generic sales interactions.
To build awareness and stay front of mind, we created a stream of highly targeted content. This included:
- Thought leadership blog content addressing technical and commercial challenges
- Infographics and visual explainers tailored to early-stage product teams
- LinkedIn campaigns to subtly and consistently position the company as a valuable resource in the MedTech ecosystem
Without overtly selling, we ensured our target audience was regularly engaged with valuable insights aligned with their interests, gently nudging them further down the funnel.
The Results
The ABM programme delivered significant traction and a strong commercial return.
The business now has a consistent international lead pipeline, strengthened brand awareness in priority territories, and a repeatable model for high-value client acquisition across global markets.
- 100+ high-quality companies identified as strategic targets
- 50 organisations engaged through personalised outreach
- 23 calls conducted with technical or commercial decision-makers
- €425k in confirmed converted business
- €1 million to €1.5 million in live opportunities now in the pipeline
A Strategic Engine for International Growth
This campaign helped turn repositioning into results — enabling this MedTech leader to move from strong foundations to measurable outcomes. Instead of casting a wide net, the focus was sharp, strategic and impact-driven.
At LOCOMOTIVE, this is where we excel — turning complex propositions into standout campaigns that speak to the right people and generate demand that matters.
