A more comfortable, reliable and safer alternative to the nasal swab, MicroWash is a nasal lavage medical device that collects samples for respiratory infections like flu and COVID.

We were tapped to create branding and marketing infrastructure to position the company for future growth.

The biggest hurdle?

Introducing a novel, early-stage product while convincing a skeptical healthcare audience to rethink their default sampling method in an industry known for moving slowly and sticking with the familiar.

How are we doing it?

• Establish a credible and modern brand foundation that promotes professionalism and trustworthiness
• Generate opportunities for thought leadership to reinforce credibility and educate target audiences
• Showcase the expertise and experience of leaders to build industry influence

Brand & Digital Infrastructure

To start, we established brand standards to unify communications across sales, marketing and PR.
Key initiatives included:

• Messaging framework and style guide identifying key messages, proof points, competitive differentiators and compliance
• Brand style guide to bring cohesion to visual communications
• Distinctive and memorable packaging aligned with expectations of audiences

We also spearheaded the development of a new website to showcase innovation, research and thought leadership. Built with best practices for search engine optimization (SEO) and user experience (UX), the site is easy to update, navigate and scale as the company expands.

Owned Content Strategy

Thought Leadership Blog

Emphasizing education and SEO, we launched a blog to build audience trust alongside domain authority on traditional search engines and AI platforms.

Organic search demand and business goals informed our topic selection, aiming to counter the swab and promote nasal lavage through science that spoke to real pain points.

Content pillars were designed around specific audiences, including:

• Clinic-Focused: Patient experience/comfort, test avoidance, treatment pathways
• Systems-Focused: Operational ease, ROI, burnout/satisfaction, enhanced workflows
• Lab-Focused: FAQs, integration, throughput, technician safety, post-collection efficiency

Both within those verticals and more broadly, blog content also covered pertinent themes around:

• Timeliness: Respiratory season conversations, surges, future outbreak preparedness
• Scientific Breakdowns: Nasal anatomy, sensitivity, sampling lifecycles, antiviral evidence
• Comparisons: Evolved nasal lavage vs. nasal swabs and traditional nasal lavage

The well-rounded, ongoing approach simultaneously landed MicroWash multiple featured snippets on Google for searches like “what is nasal lavage?” and “nasal swab safety risks.”

Social Media

To maximize the digital visibility of owned content, we developed a weekly LinkedIn cadence to drive traffic back to the site, reinforce differentiators and keep thought leadership circulating.

Ongoing Marketing Support

As needs have evolved, we were tapped to support a range of marketing and sales communications, including product summaries, “how to use” videos and onboarding documents. These pieces helped internal teams and partners communicate value clearly, especially in a market where device adoption depends on confidence and simplicity.

Earned Content Strategy

“Earned” refers to educational and thought leadership content that’s published through third parties — namely, trusted media outlets. We prioritized visibility that boosted trust among lab and clinical decision-makers. Our intentional focus on niche, highly targeted publications over sheer volume ensured coverage reached the specific audiences most likely to act.

We positioned MicroWash leaders as go-to sources on nasal sampling, leveraging their frontline and device development experience to speak on broader topics like patient comfort, sample quality and device design.

• Developed press releases marking significant device and company milestones. Collectively earned 9,100+ views, 250+ link clicks and 260+ media syndications in the first 1.5 years after distribution.
• Earned consistent thought leadership media placements in healthcare publications like MedCity News, Patient Safety & Quality Healthcare (PSQH), Today’s Clinical Lab and Lab Manager. Collectively earned 3,100+ views in the first nine months after distribution.

Why It Worked

We didn’t rush visibility before honing the brand. We set the groundwork for growing authority in a space that rewards evidence and patience.

MicroWash leaders are continually featured as experts in industry publications, partnership conversations are gaining traction, and the brand continues to expand its footprint. As a partner, we remain focused on sustaining that momentum with the same discipline that built it.