After multiple years of acquisition-driven portfolio expansion, a top 15 multinational medical device company needed help unifying their cardiac ablation products into one cohesive identity. The challenge? Electrophysiologists are on par with brain surgeons in terms of training/expertise, so they're notoriously dismissive of anything they consider to be "just marketing." Through one-on-one interviews with working doctors and extensive concept testing, we helped the client shape their positioning strategy and develop a look and feel that would resonate with even the most hard-nosed electrophysiologists.