Excel V was an innovative laser device that had once been considered the gold standard in the category, but had lost market share to new competition over the years. Cutera was launching a critical product improvement and needed to energize the salesforce and HCPs.
183 Strategic Solution:
183 developed a positioning and campaign to launch the Excel V+ with a bold and unique look in the aesthetic category to convey the premium image the product deserved. The campaign spanned social media, journals and sales collateral. The launch exceeded revenue expectations and was part of Cutera’s stock price rebound in 2019.