The Challenge:
A respected leader in the development and manufacture of innovative, high quality, patient-oriented aerosol drug delivery devices and respiratory management products, Monaghan needed a new positioning and accompanying look/feel that lived up to their mission and vision.
Through our discovery process, we learned that Monaghan found itself in a deeply competitive environment loaded with aerosol drug delivery device manufacturers of all sizes, qualities and reputations. But mostly, filled with competitors that were offering cut rate pricing consistent with international knockoffs and cheap materials. Respiratory Therapists and Administrators who knew Monaghan, saw them as the industry’s premium developer of quality products with a genuine passion to help respiratory professionals provide the best in patient care. We knew that Monaghan must combat competitors’ efforts to commoditize the industry and define what Monaghan truly means.
Our team realized that success would come when prospective buyers / customers recognized the Monaghan brand as the manufacturer of the industry’s highest quality aerosol drug delivery devices that they would choose for their own loved ones and that quality, efficacy and caring support matter.
