Introduction of a Korean PDO Thread Brand in the Brazilian Market
This case highlights how scientific positioning, brand development, and an integrated communication strategy can drive the adoption of emerging medical technologies and generate qualified demand among healthcare professionals.
Bio Meyisun® is a PDO thread technology applied in medical aesthetic procedures, widely used across Asia and introduced to Brazil by Cristália Injectables, the aesthetics division of one of the country’s leading pharmaceutical laboratories.
Launching a new medical aesthetic technology in the Brazilian market demands more than distribution. It is a highly competitive segment where adoption by healthcare professionals relies on scientific credibility, technological perception, and strong brand positioning.
Our work started with the rebranding of Bio Meyisun®, establishing a premium, technological, and medical-scientific positioning. From this foundation, we developed the entire brand communication ecosystem, integrating scientific storytelling, visual identity, and launch strategy.
The main challenges included:
• elevating the brand’s perceived value within the premium PDO thread segment
• communicating technology and innovation in a way consistent with the medical field
• structuring consistent scientific and commercial materials
• aligning communication among the industry, distributors, and healthcare professionals
• generating real commercial interest before expanding the distribution network
Review of the logo, visual identity, and brand language to reinforce a premium and technological perception aligned with the medical aesthetics field.
The brand’s scientific narrative was developed in collaboration with specialist physicians, connecting technology, clinical practice, and benefits perceived by professionals.
This process was essential to structure value propositions capable of supporting the technology’s adoption in the market.
Production and revision of several strategic brand assets, including:
• 3D images of PDO threads and packaging
• technical folders and scientific materials
• displays and materials for clinics, conferences, and training sessions
• institutional and commercial materials
All elements were aligned to build consistent communication between science, technology, and brand experience.
The digital launch campaign was structured to generate qualified demand by connecting scientific content, institutional communication, and digital media.
The goal was to attract healthcare professionals interested in learning about the technology and participating in training programs.
Results:
• More than 300,000 people reached, with 50% from paid media and 50% organic reach generated through collaborative communication with speakers and partners.
• +1,900% growth in qualified followers on the Bio Meyisun® Instagram profile.
• 700 leads demonstrating real interest in the training programs and products, composed entirely of physicians, dentists, biomedical professionals, and pharmacists, now in a relationship process with the Cristália Injectables commercial team.
The project established the strategic foundation for the Bio Meyisun® brand in the Brazilian market, elevating its perception as a premium PDO thread technology through rebranding, the development of a scientific narrative, and communication materials aligned with the medical field. The integrated strategy of branding, technical content, and digital activation generated strong market interest, reaching more than one thousand qualified leads from healthcare professionals in just one week of campaign activity, creating a concrete base of new potential clients for the Cristália Injectables commercial team.