What does it take to launch a product that not only stands out but redefines a category? Fisher & Paykel Healthcare’s journey with the Evora Full CPAP mask is a masterclass in a successful launch campaign in a complex B2B market.

Our B2B Inspired Podcast host Dale Koener spoke to Bhavi Ogra, Global Marketing Manager, and Julian Liew-Young, Category Marketing Manager, on the launch of the Evora Full CPAP mask, their answer to sleep apnea, a condition preventing a billion people worldwide from having a good night’s sleep.  

For B2B marketers, this conversation is a goldmine of insights into creating compelling campaigns, addressing scepticism in-market, and proving product value in complex industries. Here are the key takeaways if you prefer to read to learn. Or you can listen to the full podcast below.

Listen to the full podcast here. 

Setting a Category Benchmark 

 

In a space where competitor products often fell short due to clunky design and unmet promises, the Evora Full mask faced a significant challenge: winning over healthcare providers and patients who were cautious. Yet, through customer-centric innovation, internal alignment, and a relentless focus on delivering what truly mattered to the customer, Fisher & Paykel didn’t just enter the market — they set a new benchmark for successful campaigns. 

 

1. Laying the Foundation: Customer Research 

Fisher & Paykel’s journey began with understanding the market. During their research, the team discovered misalignment between customer expectations and reality. Customers wanted small, comfortable masks that wouldn’t disrupt their sleep— but years of poorly designed competitor products left them disappointed. In their words; "I don't want to look like Darth Vadar." Using the Jobs-to-Be-Done framework, the team pinpointed the problems customers were trying to solve, focusing on comfort and performance. 

“It comes down to the basic law of customer satisfaction — what do people expect, and what are they actually getting?” — Julian Liew-Young 

To rebuild trust with the healthcare providers and their customers, they made proof and transparency the cornerstones of their strategy. Clinical trial results, stunning visuals, and honest communication backed up every claim. 

 

2. Turning Strategy into Action

With the customer journey locked in, Fisher & Paykel Healthcare's team focused on execution. 

• Team Alignment: Collaboration across marketing, product, and sales teams was seamless, thanks to a culture of openness and shared goals. “It’s crucial that our marketing teams and product teams are really well aligned,” said Julian. 
• Empowering Sales: Sales reps were treated as internal customers. They received hands-on training, access to engineers for tricky questions, and the tools to confidently carry the product to market. “We had to market well to them so they could take our message out confidently,” Julian added. 
• Generating Early Buzz: A teaser campaign and pre-launch access for e-commerce dealers created excitement and demand ahead of the official rollout. “Three weeks before launch, we put out a teaser video…two weeks before, we offered exclusive pre-launch access,” said Julian. 
• Proof in Action: A behind-the-scenes video showed the care and expertise behind the Evora Full, featuring engineers and clinical experts to add credibility. 

By staying focused and building momentum, the whole team contributed to the success of a launch that resonated deeply with their audience. 

 

3. Challenges and Lessons Learned 

 

The Fisher & Paykel Evora Full CPAP Mask's Sleek Case Design Set It Apart

Launching the Evora Full wasn’t without its hurdles. Customers were wary after years of unmet promises in the category. “The whole market had very low trust in the category…people didn’t really believe these products could deliver,” Julian reflected. 

To combat this, Fisher & Paykel relied on transparency and proof to build trust. Bhavi Ogra explained,  "You have to show people why it’s different and why it works.” 

With a long adoption curve in the healthcare industry, persistence was key. Consistent marketing campaigns, peer-to-peer testimonials, and a clear focus on delivering value helped sustain momentum and build long-term success. 

 

4. The Secret Ingredient: Culture and Alignment 

One of our big takeaways from the conversation was the need for internal alignment between sales and marketing.

Julian and Bhavi echoed that at the heart of Fisher & Paykel’s success was their culture of alignment. Teams worked in sync, driven by open communication and mutual trust. “Part of it is culture. Create an open culture where people trust you because they know you’ve thought deeply,” Julian advises. 

This alignment extended to sales reps, who were treated as the external embodiment of the brand. “Our sales team are the external embodiment of our culture,” Julian noted. 

For Bhavi, it was about earning a seat at the table through constant engagement. “You can’t just expect marketing to have a seat at the table; you have to earn it by taking stakeholders along the journey,” Bhavi shared. 

 

Winning Starts with Listening

Fisher & Paykel Healthcare’s success with the Evora Full mask is proof that trust, alignment, and customer focus can redefine success in a product category — even in a wary market. For B2B marketers, it’s a reminder that winning starts with listening, and ends with excellence in delivery.  

Need help crafting a winning B2B product launch strategy? At BlueOcean, we specialise in turning big ideas into market successes with strategy and execution. Contact the team today.