Sterilis' Launch into Healthcare

Medtech Disruptor Grabs National Media Spotlight, Secures Significant Number of Sales Leads.

 

For decades, the regulated medical waste (RMW) disposal industry has been dominated by a market behemoth which uses thousands of trucks to haul RMW to incinerate at landfills. Enter Sterilis, a Boston-area start-up uniquely poised to disrupt this market. While in stealth mode for nearly five years, the company developed a safer and more environmentally sustainable approach to treat and remediate RMW. Matter was hired in February 2017 to help launch Sterilis and establish market credibility. Matter honed Sterilis’ messaging by positioning the company as an RMW disposal disruptor, thought leader and startup to watch. We also developed the PR launch strategy, ongoing PR campaigns, social media and thought leadership programs.

  • 25

    Sales Inquiries: NECN & WCVB Boston

  • 15

    Sales Inquiries: Waste Today

  • 13

    Sales Inquiries: Bloomberg

Strategy

Rather than crafting the media narrative solely around a new exciting company with breakthrough technology, Matter’s strategy focused more broadly on the lack of innovation and need for significant change in the healthcare and public health communities. Against the backdrop of the national opioid crisis, we emphasized Sterilis’ ability to make the world a less dangerous place by carefully articulating its role in helping first responders, medical personnel and self-injectors safely dispose of used needles. This made Sterilis’ launch more newsworthy. Matter executed a multi-tiered approach, targeting media outlets and influencers with a national, local, and healthcare/environmental trade focus to educate decision makers about Sterilis. Due to the complex nature of the device and often overlooked RMW market, Matter strategically identified targets and crafted specific messaging for each vertical to appeal to key audiences.

Results

Within the first six months of launching, our efforts generated 27 articles in local, business, health, environmental and technology publications and produced dozens of sales leads. The most influential placements – Forbes, Bloomberg Businessweek, NECN, WCVB Channel 5 News, Infection Control Today, Waste Today and Waste360 – resulted in at least 75 international and domestic sales inquiries and several investor inquiries. Additionally, the team secured hits in key healthcare trades like Drug Store News and Pharmiweb, which produced additional quality leads. Finally, Sterilis won two prestigious industry awards from Environmental Leader and MassTLC for technology innovation.

 

Overall, the communications program has far surpassed Sterilis’ expectations on the national level. It also has positively impacted the company’s sales pipeline. As Sterilis makes in-roads in many different vertical industries, the company continues to make ample use of the assets delivered through the media program to further drive success.

Client Insights

  • About a year ago, I was on a quest to find our small company help at putting us on the map. I am very thankful that all of you entered my world and help to make Sterilis look far better than I had ever imagined. Thank you all for what you do!