SpinTech MRI

The Challenge

We began working with SpinTech MRI in 2019. As a small medical device start-up, they came to us with a name, a pitch deck, a basic website, and a revolutionary product they hoped would change the world of MRI. After working with them for a few years to craft their brand messaging from the ground up, they came to an important crossroads: they were about to acquire another research company, and their main product was about to go to market with FDA 510(k) clearance.

In the midst of this complexity, their brand needed a refresh. With the acquisition, we needed to shift their brand from a company marketing a single product to a full medical device research and development product support company. Adding a new product launch into the mix at the same time meant they’d also need a full suite of branding, marketing, advertising, and PR support that could evolve with them.

SpinTech MRI Logo Change


Despite both being headquartered in Michigan, the three-hour distance between our offices made a typical in-person brand messaging development meeting less feasible. Instead, we hosted an online “blue sky” collaborative workshop to establish their most important messaging focuses. The updated brand statement and key messages that stemmed from this meeting met their updated brand’s needs, ready to guide all future communications.

With their newly-minted brand messaging in hand, we worked with their team to develop an updated visual brand. This included an updated logo, fresh website designs and content, updated sales and marketing materials, and brand new trade show materials for when in-person shows began again. We even arranged for their then-CEO, Ward Detwiler, to appear on a radiology podcast to discuss SpinTech’s product and its potential impact on neuroradiology. Throughout the year, we developed several pieces of thought leadership content for their website to continue establishing their industry expertise.

  • Brand statement & key messages
  • Updated logo
  • New website design & content
  • Updated pitch decks
  • Creative suite of sales and marketing materials
  • Thought leadership content
  • Branded trade show booth materials
  • LinkedIn and Facebook pages
  • Email marketing
  • Press releases, PR support & media tracking
  • Social media advertising
  • Industry-specific digital publication advertising

The Results

In our time working with SpinTech MRI, our team achieved a high level of understanding for one of our most technologically complex clients to date. Content reviewers with doctoral degrees believed that our original thought leadership pieces were written by a collaborating PhD. Updated branding materials also helped their team successfully engage with investors for their next stage of company funding.

The fresh trade show materials brought them success at in-person events, helping them garner promising sales leads. LinkedIn InMail trade show promotions sported impressive numbers, with a whopping 76.98% CTR and 44.29% CTR respectively. Targeting for all digital advertising allowed their brand awareness ads to reach decision-makers at top medical research institutes, hospitals, and private imaging centers.

Overall, media tracking estimates show that SpinTech MRI-related stories reached millions of people in 2021. Our release about STAGE’s FDA 510(k) clearance earned over 180 news stories, while the MR Innovation merger release resulted in over 70 stories.

Updated web designs and content also had an impact: year-over-year website usage increased by 31.5%, website bounce rates decreased by 14.5%, and average session duration increased by 14.1%.


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