Biotech Startup Entering the U.S. Market

situation

In 2022, ProxiHealthcare USA, Inc., a South Korean biotechnology startup, was preparing to enter the U.S. market with patented technology spanning consumer products, life sciences, and pet health. Starting from scratch in the U.S., the company needed the strategic infrastructure – from positioning and messaging to digital platforms, sales channels, regulatory compliance, and internal operations – to introduce its products to consumers, engage prospective business partners, and support growth.

challenge

The company’s existing brand presence and business infrastructure were established for the South Korean market. Its U.S. expansion involved adapting positioning, messaging, digital platforms, marketing systems, and internal workflows for American consumers and business partners. The technical nature of the product, differences in language and business practices, and U.S. regulatory requirements for labeling, manuals, and sales listings all shaped that adaptation.

Approach

Market Positioning & Strategic Direction

• Analyzed the competitive landscape, competitive advantage, and unique value proposition to define the company’s U.S. market positioning.

• Established messaging and brand voice to explain the technology’s value consistently to consumers, business partners, and media.

Strategic Infrastructure

• Designed and built a U.S. corporate website and LinkedIn page to support company visibility, employer branding, and recruitment.

• Introduced SaaS tools, AI, workflows, and standard operating procedures, alongside team guidance and training.

• Defined KPIs and OKRs and implemented campaign tracking through Google Analytics, Meta Insights, and Agorapulse.

Product Packaging & Regulatory Readiness

• Collaborated across teams to revise product labeling, manuals, and e-commerce listings to meet U.S. statutory requirements and industry regulations for online sales and retail distribution.

Content Strategy

• Conducted a diary study to identify customer pain points, language, and keywords.

• Applied those findings to product messaging, web content, blogs, and SEO for the human toothbrush’s Shopify e-commerce website.

• Created coordinated content and assets for human and pet toothbrushes, including photography, video, infographics, social posts, and advertising.

Public Relations & Trade Shows

• Collaborated with the CEO to translate technical product information into press releases that conveyed the complex innovation and its relevance to consumers and industry audiences.

• Developed English and German media kits to support press engagement at CES in Las Vegas and IDS in Germany.

• Coordinated and conducted media interviews at trade shows, including a live interview at IDS.

• Distributed targeted press releases to U.S. media, including trade and pet industry publications, to generate coverage for the company’s technology and product offerings.
  

Results

U.S. Strategic Infrastructure Established Within Four Months

• Within four months, the company had a U.S. business and marketing foundation in place, encompassing positioning, messaging, a corporate website, LinkedIn presence, digital tools, and operating workflows.

Operational Consistency & Performance Visibility

• New tools and standard operating procedures provided a consistent framework for marketing execution.

• Defined KPIs, OKRs, and campaign tracking made performance measurable and provided a basis for informed marketing decisions.

U.S. Regulatory Compliance

• Product labeling, manuals, and e-commerce listings met U.S. regulatory requirements, supporting online sales and retail distribution.

Significant Audience Growth & Video Reach

• Organic followers on Facebook and Instagram grew by more than 10x.

• YouTube content generated 220,000 views within two months, with view-through rates reaching up to 97%.     

Trade Media Coverage & Product Publicity

• A live interview at IDS led to an article in a trade magazine.

• A press release introducing the pet toothbrush resulted in coverage across several publications.