Shockwave Case Study
Building a $13B MedTech Brand
A Six-Year Strategic Partnership
In the dynamic world of medical technology, standing out requires more than just innovation—it demands a brand that embodies that innovation. At XDS, we pride ourselves on crafting brands that not only capture attention but also encapsulate the essence of groundbreaking technologies. Our six-year partnership with Shockwave Medical is a testament to this philosophy, culminating in their acquisition by Johnson & Johnson for $13.1 billion in May 2024.
The Challenge:
Shockwave Medical had developed a revolutionary intravascular lithotripsy (IVL) technology, using sonic pressure waves to treat calcified arterial lesions. Despite its groundbreaking nature, the company needed a brand presence that mirrored its innovative spirit and effectively communicated its value to healthcare professionals, investors, and patients.
Our Role
Brand Strategy
Brand Development
Visual design
Messaging
Digital Marketing
Development
SEO
Paid Media
CRM – HubSpot
Our Approach:
Beginning in mid-2018, XDS embarked on a comprehensive journey with Shockwave Medical, serving as their lead brand and strategy agency for six years up to their acquisition by Johnson & Johnson. Our multifaceted approach included:
Brand Development: We crafted a brand identity that resonated with Shockwave’s pioneering technology, ensuring consistency across all platforms and materials.
Website Redesign: Understanding the importance of digital presence, we overhauled Shockwave’s website to reflect a forward-thinking image. Launched in January 2019, the global site featured educational animations demonstrating the IVL technology, case studies, clinical research, and investor information. A key component was integrating lead generation tools with HubSpot and Salesforce.com, supported by nurturing campaigns and segmentation.
Marketing Collateral: We designed brochures, sales materials, and conference booth displays that effectively communicated Shockwave’s value proposition, ensuring a cohesive brand experience at every touchpoint.
Digital Marketing: Our team managed cadenced email programs, developed educational video libraries, and implemented ongoing SEO strategies to enhance online visibility and engagement.
The Results: A Trajectory of Unprecedented Growth
Our collaborative efforts yielded remarkable results:
Increased Engagement: Post-website launch, Shockwave experienced a 40% increase in site traffic and a 400% surge in lead generation, with significant improvements in bounce and exit rates.
Industry Recognition: The website garnered multiple accolades, including two 2019 Gold MarCom awards in the Medical and Business to Business website categories, and a 2020 Davey Award for Medical website design in the Health & Health Services category.
Market Growth: Shockwave’s enhanced brand presence contributed to its successful IPO in March 2019 and positioned the company as a leader in the medtech industry.
Acquisition by Johnson & Johnson: The culmination of our six-year partnership saw Shockwave Medical acquired by Johnson & Johnson for approximately $13.1 billion in May 2024, a testament to the strength and value of the brand we helped build.
Conclusion: A Testament to Strategic Branding
The strategic branding initiatives led by XDS not only elevated Shockwave Medical’s market perception but also played a pivotal role in its acquisition by Johnson & Johnson. This partnership exemplifies how thoughtful branding and strategic marketing can amplify a company’s innovative strengths, leading to monumental growth and industry recognition.
