Crescent Med was a Med Tech Start-Up creating a unique live-streaming solution for surgeons in training. The device allowed an expert to stream their perspective to viewers anywhere on earth, while not interfering with their work process. I spent 3 years with Crescent, creating their brand and communicating that to the market. I also assisted with product positioning.
Crescent Med originally did not specifically target the medical market. Instead, it was a device meant to share experiences. Through repeated validation the medical market was eventually targetted. I helped build a brand for that Niche, transforming Crescent from a device with little identity to one that was clearly medical. This included creating a fully fledged brand guide, marketing strategies, and communication style.
Part of this journey of rebranding meant rebuilding the website. This particular project was the first website I developed myself. The main challenge was to clearly communicate the features and values of an ever evolving product. Being a B2B business, I also had to integrate parts of the sales funnel, setting up automatic connection with the CRM. This meant frequent updates and changes to parts of the marketing funnel (and website), and the web development turned into a large part of my time at Crescent as a result. Especially since the majority of custom visuals (think labled product renders) and product photos were created by me too. Taking on all these processes allowed me to create a streamlined web experience that felt unique while truly capturing the essence of Crescent Med's brand and product.
Crescent Med operated in the medical market and thus a B2B sphere. To cater to this and attract customers I set up a multi-channel sales and marketing funnel. To support his, I created a variety of marketing material to support each step of the funnel, including advertisements, brochures, videos, and landing pages. Additionally, I was also included in sales processes, giving (remote) live demo's to potential clients.