Mimic Technology

Reach & Teach
March 7, 2017
Sezmi Consumer
January 20, 2017
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Mimic Technology

mimic



Mimic Technologies, a pioneer and leader in robotic surgery simulation and training, was launching two new products.

Challenge
Position and name two products. Product one uses virtual instruments and augmented reality (AR) video to refine skills specific to the procedure. Works with Mimic’s dV-Trainer simulator. Product two is an optional component for the dV-Trainer that enables the robotic surgeon and first assistant to train together.
Researched target market for each product. Studied benefits of each product. Conducted review of names of products in competitive space.

Results
Named the surgery-specific augmented reality software Mimic Maestro AR. Created a “by procedure” naming convention. Named the companion unit the Mimic Xperience Team Trainer. Created a naming convention for this product as well. Recommended a product line naming architecture for future products.

Product Detail
CLIENT: Robotic surgery simulation and training, medical
SKILL: Naming, Product Positioning
TAGS: Market Research, Competitive Analysis, Strategy, Product Naming, Product Positioning, Health Care Marketing, Medical Marketing, Launch Product