MAX

Client Challenge

Supporting Surgeons, Enhancing Lives

An oral and maxillofacial surgeon goes into the profession with different goals than a business owner. Yet, the surgeon is expected to be equal parts surgically elite and managerially savvy. Allowing specialty healthcare professionals to focus on what they are passionate about by removing the distractions of managing the day-to-day elements of a business, MAX Surgical Specialty Management helps to unburden the surgeon and improve the care they give to their patients. This sales pitch is extremely effective in person, especially when delivered by one of MAX’s dynamic surgeons. But its brand messaging didn’t capture the spirit of MAX in a scalable way, so they engaged COHN to better articulate its brand promise through brand strategy, expression and activation.

OUR SOLUTION

Translating Passion into a Powerful Brand

After several conversations with the surgeons and leaders at MAX, it became clear that the missing ingredient in MAX’s existing marketing was its undeniably “winning personality” that translated in person but not online or on paper. There’s a swagger and likability that simply wasn’t coming through in its existing expression. By leaning into the brand’s East Coast persona, COHN redefined MAX’s brand strategy through evocative headlines and bold designs.

Client Results

For Those Who Refuse to Blend In, There’s MAX

The new MAX brand identity is loud and proud—but sophisticated, as well. “For Those Who Refuse to Blend In” sits brazenly atop headlines in its newest brand advertising campaign, and the look and feel of the new brand expression is confidence incarnate. The new positioning has also fueled the brand’s latest PR push, as MAX is establishing itself as the premier leader in oral and maxillofacial surgery.