K Roberts & Co | Marketing, Branding, Graphic Design, Web

STRATEGIC MEDICAL MARKETING

Marketing . Branding . Web

At K Roberts & Co, our relevant marketing solutions, combined with timely and meticulous execution, drive the incremental, profitable growth that med device, biomed, and other healthcare-related organizations demand.

At KR&Co, we help build your brand — your Uniqueness Defined.

  • Certifications
  • SBE – Small Business Enterprise, License 214034905
  • WBE – Woman–Owned Business Enterprise, License 214034905
  • ESBE – Emerging Small Business Enterprise, License 214034905
  • HUB – Texas Hub Certificate, License 1464257327400

K Roberts & Co

Focused . Attentive . Flexible

Kathy Roberts

For over 30 years, our targeted strategies and flexible tactical implementation have benefited clients in the medical arena. From patient recruitment and the pre-hospital environment, to free-standing and acute care delivery, our knowledge in the medical device, biomedical, and general medical market provides a rich framework for the development of effective strategic initiatives. When you’re ready to work with a team that will quickly and intently focus on your unique marketing needs, call us. We’re ready to start the conversation.

Medical Professionals Commend Our Work

Our company contracted with Kathy and her company to develop a product name, logo and overall brand lock for a novel neuro/trauma device. We were immediately impressed with the level of detail taken in order to understand what we were about. They reviewed our primary market research data from neurologists, spent “hands on” time with the product and interviewed several people associated with the beginning of the company including the inventors, in order to gain as much insight as possible for the strategy development behind the name and logo architecture. We were presented with many options, each of which had strong reasoning for how it supports our goal. After we narrowed to the final decision, they continued to be very detailed in their approach to the final design implementation. The project was completed with a comprehensive style guide delivered which exceeded our expectations and we are confident that our brand will reflect our exceptional value proposition.

Mark Standeford, CEO, Renovo Concepts, Inc.

Having KR&Co as a strategic partner has been beneficial to the brand, as well as to the overall business. Kathy Roberts and her team helped me develop a marketing strategy, support a new sales team and deliver materials to the field in under six months. They have raised my standards on what to expect from a marketing firm.

Monica Salmeron, MBA, Marketing Manager, Vidacare Corporation

Having collaborated with Kathy Roberts and her team for over 8 years, I can attest to an exquisite “finished product” which never fails to amaze in creativity and quality.

Matt Jones, Sr. Product Manager, ENT Sinus Division, Arthrocare Corporation

Having strong professional relationships is key to successfully achieving a company’s vision and brand development. K Roberts & Co is more than a strategic partner, they are an extension of our marketing team. They understand the medical device market, the pre-hospital and hospital environments, and the patients we serve. They are quick to respond, accessible, and require little direction. Critical thinking and innovative strategy are clearly displayed in the end result product or service they produce.

Toni Cardiel, Global Marketing Manager, Teleflex, Inc. — Vidacare Business Unit

K Roberts & Co did a great job of understanding the unique concept of Spectrum’s business model, developing our brand story, and promoting it through a new website, marketing collateral, a new tradeshow booth, and tradeshow materials. The team at K Roberts & Co are great communicators who are easy to work with.

Daniel Shafer, ENT Business Manager, Spectrum Audiology

Strategic, Branded Marketing Solutions


Entrigue Surgical: Sell Sheets

ENTrigue Surgical’s sales team needed a simple, efficient tool to educate customers about the products, and one that could be left behind as a reference point for customers. Sell sheets for each ENTrigue product were developed for the sales team to use during their sales calls. The sheets were one-page, front and back with close-up, macro images of the products, and a product description. Images from procedures were also featured to show the clinical use of the tool, along with product information for placing orders, and contact information. ENTrigue’s print collateral and advertising was designed to stand out in a crowd of established medical players and showcased them in a way that got instant attention. We embraced the roots and inherent benefit of their small company – innovation and approachability.



GenCure Tri-fold Clinical Research Support Brochure



SmileLife: Website

As part of an overall branding effort for this new multi-site Orthodontics practice , we created, designed and developed a new website. On the design side, the site needed to reflect the bright, modern feel we had established with their new logo. To achieve this we used bold typography and large, youthful imagery. As with all modern websites, the design needed to be responsive, meaning it must look just as good on a smartphone as it does on a large monitor. To execute our design, we built the site on the WordPress platform, giving the client an easy interface for making simple edits to content, while allowing KR&Co the flexibility to customize both functionality and design.



Bone Marrow Biopsy: OnControl Direct Mail Campaign

OnControl’s Powered Bone Access System represents one of the first major medical advances in the bone lesion acquisition procedure. Despite how obvious it would seem to stay current with medical technology, the majority of physicians in the industry still prefer the decades-old manual procedure. The concept of the direct mailers, featuring outdated technology such as the VHS tape, 5.25″ floppy disk, and the 90’s era cell phone, makes the comparison more relatable by playfully encouraging the recipient to “use” their outdated technology, when it’s obvious that such technology would not be used today, ultimately questioning the use of the manual biopsy needle.



Certadose: Epi-Kit Box Design


Certadose Logo


Innervēn Logo



Entrigue Surgical: Biologics Brochure

ENTrigue’s print collateral and advertising was designed to stand out in a crowd of established medical players and showcased them in a way that got instant attention. We embraced the roots and inherent benefit of their small company – innovation and approachability. Whether that was by dropping a real cocktail napkin into a typically boring physician bag at a conference, or by making surgical products look beautiful, the ENTrigue story represents that moment of inspiration that every surgeon has: to make something better – for the surgeon and the patient. It also represents ENTrigue’s desire and willingness to listen to the ideas, to act on them and to improve them.



StemBioSys: Print Collateral

StemBioSys is an emerging biomedical company that is innovating the field of regenerative medicine with their patented stem cell expansion technology and specialized adult stem cells. As part of an overarching branding effort, KR&Co developed Sales Aids and Product Specification Sheets for their new line of CELLvoTM adult stem cells and matrices.

These marketing tools were designed to communicate the unique benefits of the CELLvoTM product line for researchers in need of cell expansion tools and high quality, rapid growth stem cells, and to help position StemBioSys as a market leader in cell expansion tools.


  • Entrigue Logo

Entrigue Surgical

ENTrigue’s print collateral and advertising was designed to stand out in a crowd of established medical players and showcased them in a way that got instant attention. We embraced the roots and inherent benefit of their small company – innovation and approachability. Whether that was by dropping a real cocktail napkin into a typically boring physician bag at a conference, or by making typically bland products look beautiful, the cocktail napkin has a special place in the ENTrigue story. It represents that moment of inspiration that every surgeon has, to make something better – for the surgeon and the patient. It also represents ENTrigue’s desire and willingness to listen to the ideas, to act on them and to improve them.


GenCure & Rooster Bio: Brochure



ENTrigue Surgical: Website

From a strategic perspective, ENTrigue Surgical wanted to change their identity of an up-and-coming company, to an established player in the medical device industry. Their website is an entry touchpoint for potential providers, and needs to convey this message, as well as provide technical information about the instruments to engage prospective customers and encourage product trial.

The website update was part of a larger brand refresh, for which we had already shot extensive custom photography. We decided to make the new site heavily photocentric, using the beautiful macro photographs of the ENTrigue Surgical product line. We built a rotating banner system and custom video player to display instrument photos and videos, as well as a custom, easy-to-use content management system.



Spectrum Audiology: Branding

Spectrum Audiology’s rebranding uses a heavy dose of clean, open space that is broken up by abstracted sound waves arranged in visually appealing asymmetrical format. Contemporary typography and a high contrast orange and blue color palette focus the attention where it’s needed amongst the liberal white space. Grey business cards call attention across the branding as the primary point of contact amongst the various stationary pieces.


ACS Accordion Flyer



Bone Marrow Biopsy: OnControl Interventional Radiology Tradeshow Campaign

OnControl participated in the International Skeletal Society tradeshow, and needed messaging to target the Interventional Radiologists who would be attending the show. To make the connection with the show attendees, we used a large skeletal image with the headline, “Hard Bone Lesions Made Easy” and applied the new OnControl rebrand elements to all touchpoints, which includes a booth graphic, the room key cards, and the premailer.  It was important to relay this message of “ease”  when using OnControl for hard bone lesions, since Interventional Radiologists are the key users of OnControl for hard bone lesions.



ENTrigue Surgical: Tradeshow Bag Insert

We were tasked by this young medical device company to help them stand out from the crowd at the nation’s largest annual tradeshow for sinus surgeons. Small but growing, Entrigue Surgical had an impressive, unique product to introduce to sinus surgeons, but couldn’t compete in size and scope with the big, established medical device companies.

Since the tradeshow was held at a large, prominent hotel (complete with a downstairs lounge) we used a medium that demonstrated how many medical professionals sketch-out out their new product ideas: the cocktail napkin. However, in this case, the napkin was printed with the marketing message and call-to-action, and was delivered to surgeons in the tradeshow information bag. The concept garnered a 116% increase in qualified booth traffic from the previous year.


ACS: EMS Today Bag Stuffer

ACS EMS Bag Stuffer


Teleflex: Seldinger Webpage


Rapamycin Corporate Overview for Investors


Certadose Sell Sheet


  • Smile Life Logo

Smilelife Orthodontics Logo & Identity Package

SmileLife was launched as the fresh, cool new company in an industry with customers that are usually less than enthusiastic about their services. To appeal to the teens that they typically serve, we differentiated them with a simple, modernist sans serif font, with a monochromatic color palette.


ElevatedCPR Logo


AdvancedCPR Solutions Logo

ACS Logo



Interventional Radiology: IR News Ad

The OnControl team participated in Interventional Radiology tradeshows in both America and Europe. In addition to designing the booths and collateral materials for both tradeshows, we ran several print ads both domestically and abroad in preparation for the shows. These samples of a full page Euro and half page American ad showcase the implementation of the OnControl modular branding strategy, while satisfying text and imagery requirements set forth by the unique markets.

 



StemBioSys Tagline Development

KR&Co recommended the creation of a corporate tagline to help prospective customers quickly identify the company’s focus and the overarching benefit of their products. The result was the tagline: The Next Evolution in Stem Cell Research that positions the company as an innovator in stem cell research and regenerative medicine.



Sylvana Research Patient Recruitment

Sylvana Research approached us to design their mountain cedar allergy patient recruitment mailers. Each year, one mailer is sent out before mountain cedar season begins to create awareness and drive candidates to contact Sylvana to see if they qualify for the study. A second mailer is sent once the season begins to generate a greater sense of urgency to qualify for participation. The mailers personify the entire mountain cedar season as some sort of terrorizing monster but in a very tongue-in-cheek sort of way.

The Year One mailers took visual cues from 1950’s horror film posters with their grainy black and white photography and typographic treatment. The Year Two mailers evoke a similar feeling but take a little inspiration from the famous satire tabloid, Weekly World News. These themes help create the excitement needed to recruit patients during the limited timeframe for testing, without seeming like an actual emergency.


GenCure: Biomanufacturing Center Brochure


  • Spectrum Audiology Booth
  • Spectrum Audiology Booth

Spectrum Audiology: Tradeshow Booth

Spectrum Audiology needed a tradeshow booth with a compelling message about their “adoption process”, and a structural design that allowed for easy and approachable conversations between the Spectrum team and customers within the limits of a 10’x10′ space.

We developed a process map that was featured on the booth graphic allowing for a concise message that easily grabbed the attention of the attendees, and succinctly explained Spectrum’s adoption process.  A small counter and an X-Back banner with testimonials accompanied the large booth graphic, allowing for conversation and ease of traffic flow throughout the booth. We also developed a buckslip takeaway piece that drove customer traffic to the website where readers could contact the Spectrum Audiology team.

Spectrum Audiology also featured this 4-color, full-page ad in the ENT Journal. This particular issue of the journal was distributed at the AAO-HNSF Orlando Expo Edition, an annual tradeshow organized by the American Academy of Otolaryngology – Head and Neck Surgery. The AAO-HNSF deems this tradeshow as “the world’s best gathering of otolaryngologists”, and as participants in the show, it was important for Spectrum Audiology to reiterate the message about their unique business model, what they offer, and the benefits for physicians attending the show.



Teleflex: EZ-IO Clinical Placement Guide



Bone Marrow Biopsy: OnControl iPad Sales Tool

Vidacare needed a sales aid for their OnControl product line that addressed the unique needs of multiple medical professionals who used or interacted with the device. In addition to addressing these different audiences, the tool needed to be easily updatable to accommodate ongoing clinical study data and published results.

K Roberts & Co created a web-based, iPad-optimized microsite with multi-direction functionality that allows the sales rep to customize the presentation of information in a way that specifically addresses each viewer’s needs. Our singular, cost-efficient solution also provides an easy way to update the tool with corporate directed content via the web. And in the event that a face-to-face client meeting is not possible, our web-based solution, as opposed to an app or PowerPoint presentation, allows the sales rep to send a link so the client can view it at their leisure, on any device with an internet connection.



StemBioSys: CELLvo Logo

The StemBioSys patented cell expansion microenvironment, originally launched by its scientific name of BM-HPME, did not convey its primary benefit to scientists and researchers. KR&Co recommended the creation of a corporate tagline and the re-brand of the product line to help prospective customers quickly identify the company’s focus and the overarching benefit of their products. The result was the tagline: The Next Evolution in Stem Cell Research that positions the company as an innovator in stem cell research and regenerative medicine, and the new product line name: CELLvo, that creatively plays on the tagline by tying the words “cell” and “evolution” into a name that is catchy, descriptive and trademarkable.



Spectrum Audiology: Website

Incorporating the “adoption process” messaging and process map design that we created for Spectrum Audiology in the strategic development phase of our work, we created a website that clearly conveys their unique business model structure, bios, and contact information for physicians who are interested in their services.

 


EleGARD Logo

EleGARD



Teleflex Science & Fundamentals Book



ENTrigue Surgical: Tradeshow Booth

ENTrigue Surgical needed a booth for their largest annual tradeshow to stimulate customer interest and encourage show attendees to stop and learn more about ENTrigue’s new technologies.

We designed a booth with graphics featuring macro shots of ENTrigue Surgical’s instruments, and booth components that created a space for interacting with potential customers. Television screens featured macro images of all the new instruments, accompanied by provider and patient benefit statements. Different angles of each product, and a fly-in of the product title was applied to each instrument. We also created an iPad demo system featuring instrument in-service videos and photos that were used to engage and further educate Ear, Nose and Throat surgeons who visited the ENTrigue booth.


Teleflex: EZ-IO Nursing Station Placement Poster



Bone Marrow Biopsy: OnControl Pathology Tradeshow Campaign

Medical tradeshows are typically filled with visually similar booth designs, close-up shots of new product, and exessive use of cliché doctor/patient stock photography. When Vidacare approached us to design the campaign materials for their upcoming pathology tradeshows, we knew we had to have some fun with it.

With the obligatory product shot accounted for, we developed an edgy tagline as the main focus of the campaign. By encouraging viewers (pathologists) to be pickier about their biopsy samples and only settle for the best, we injected a little irony and suggested that, in this case, being a snob was a good thing.


AdvancedCPR Solutions Website



Spectrum Audiology: Print Ad

Spectrum Audiology featured this 4-color, full-page ad in the ENT Journal. This particular issue of the journal was distributed at the AAO-HNSF Orlando Expo Edition, an annual tradeshow organized by the American Academy of Otolaryngology – Head and Neck Surgery. The AAO-HNSF deems this tradeshow as “the world’s best gathering of otolaryngologists”, and as participants in the show, it was important for Spectrum Audiology to reiterate the message about their unique business model, what they offer, and the benefits for physicians attending the show.


Renovo Concepts Logo



Sun Orthodontix: Environmental

To incorporate the brand experience in each of their six offices, we based color, texture and material choices on the branding elements we created for their practice. We then applied our location-specific custom photography to personalize each office and bring some life to ordinarily bare walls.

Knowing that most new patients come from referrals, we integrated meaningful talking points on stretched canvases in all of the waiting rooms. These messages act as an important confirmation step for patients who have selected Sun Orthodontix for their braces, and help the new messaging take hold when those same patients tell their friends about the benefits of getting braces from Sun.


Marketing Capabilities

  • Strategic Planning & Execution
  • Brand Development & Launch
  • Product Naming/Logo Creation
  • Website Design & Development
  • Sales Tool Design & Development
  • Tradeshow Booth Design & Materials
  • Product Packaging & Labeling

Contact Us

Let’s talk!

Need help building your brand? Strategy for a new product launch? Product packaging? Let our team create a custom blend of tools and ideas to help your company thrive.

  • 210.384.2008
  • hello@krobertsco.com
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