BioProtect New Brand, Marketing & Website Strategy - BioProtect

New Logo & Brand Strategy

To help BioProtect enter the next chapter of growth, Origo created a new brand strategy to help further its position as a leader in rectal spacing. Origo spearheaded a brand audit and stakeholder discovery process to evaluate past communications and identity key strategic and messaging insights. Utilizing this initial research, Origo identified key brand pillars, target audiences, and competitor positioning, which aided in the development of a new logo, brand identity, and tagline, The Apex of Spacing. To further distinguish the brand identity, Origo conducted a product photoshoot to ensure every future touchpoint, from digital to print, would feature high-quality, consistent imagery. Upon finalizing the new brand strategy, Origo developed brand and messaging guidelines to ensure a unified global voice in both internal and external communications.

Website Strategy

In the initial stages of revamping BioProtect’s brand, Origo designed and deployed a preliminary splash page to maintain market presence while the larger brand story was being crafted. This was followed by the launch of a robust, full-scale digital experience that was designed to guide various users through BioProtect’s background, leadership, technology, benefits, and unique competitive advantages. The new BioProtect website serves as a central hub where physicians can learn more about the BioProtect balloon spacer and connect with the BioProtect team, as well as a patient hub where users can learn more about the technology and its benefits, providing trust and confidence in the product.

Explainer Videos

As the BioProtect brand was introduced to the public through a new website and marketing strategy, BioProtect felt it was important to develop a video that demonstrated the technology and competitive advantages behind the BioProtect balloon spacer, as well as the clinical studies and evidence that differentiate its brand and marketing from competing products. Origo utilized 2-D and 3-D animation, motion graphics, and testimonials to develop a comprehensive explainer video that is highlighted on the website and used in marketing materials. To provide more information and encourage adoption of BioProtect by physicians, a subsequent procedure explainer video was developed to showcase how BioProtect placement is performed. 

Content Marketing Plan

To maintain momentum following the brand launch, Origo developed a comprehensive content marketing plan designed to build BioProtect’s organic footprint and long-term brand authority. This integrated approach included:

• Organic Social Posts: A consistent cadence of social posts for LinkedIn and X were developed to foster community engagement, promote new clinical data, resources, and industry news, and amplify BioProtect’s presence at major industry events.
• Online Articles & Thought Leadership: A library of articles were crafted to highlight the latest trends in radiation therapy and the science behind the BioProtect balloon spacer technology. 
• E-Blasts & Content Marketing: To highlight BioProtect’s latest news and thought leadership blogs, e-blasts were developed to target existing customers.

Sales Strategy & Toolkit

As the BioProtect brand evolved, Origo developed a comprehensive sales strategy to support the sales team across clinical environments and industry conferences. The primary objective was to develop a unified value proposition that clearly articulated the core competitive advantages of the brand, advancing the “Why BioProtect?” narrative. By distilling complex clinical data into high-performance marketing materials, specialty-specific one-pagers, and a comprehensive pitch deck, Origo provided their team with a toolkit that translated technical innovation into a clear and persuasive story. This approach allowed BioProtect to deliver a consistent message to educate and inform target audiences, while providing specific resources tailored to the needs of individual groups.

National Sales Meeting & Internal Brand Launch

To launch the new BioProtect brand and sales strategy internally, Origo helped plan BioProtect’s National Sales Meeting. Origo developed a visual identity for the meeting that included a meeting theme, name, and logo. Once this new identity was finalized, Origo created promotional items that generated excitement and engagement in the meeting, including signage, name badges, a PowerPoint template, and presentation content. Lastly, Origo developed a new sizzle reel that encouraged adoption of the new identity from internal teams, explaining how BioProtect’s brand and messaging aids will be integrated into the company’s unified marketing approach.

Conference Strategy & Promotion

To maximize BioProtect’s impact at major industry events like American Society for Radiation Oncology (ASTRO) and American Urological Association (AUA), Origo designed a cohesive conference experience. This strategy included an engaging and high-visibility booth design, matched with a targeted multi-channel promotion plan. To drive booth traffic and engagement, Origo conducted pre-conference outreach through targeted emails and social media posts, followed by display ads and personalized print invitations distributed during the event. By aligning the environmental design with these strategic touchpoints, Origo ensured BioProtect maintained a professional, consistent presence that stood out in a competitive exhibit hall.

Media & Outreach

To amplify the BioProtect brand, Origo developed a data-driven media plan designed to maintain high visibility within the oncology and urology communities throughout the year. This multi-channel approach utilizes digital and print placements to reach key decision-makers, while building long-term positioning strategies to further their leadership in the space. By focusing on consistent outreach and sponsored industry content, Origo ensured BioProtect remained top-of-mind, successfully increasing brand awareness and supporting the sales team’s growth efforts.

A Shared Commitment to Radiation Protection

Over the course of this partnership, the collaboration and creativity on these major initiatives have empowered the BioProtect team to educate internal sales teams and engage clinicians in new, impactful ways. By unifying the brand’s positioning as a leader in radiation protection technology for prostate cancer treatment, BioProtect is able to further its reputation as a comprehensive partner to physicians. Ultimately, this work is driven by the same shared goal: ensuring patients receive the highest standard of protection and care during their treatment journey.