All-new Ameda

BUFFALO GROVE, Ill. - When Ameda launched its Mya Pro breast pump in May the company had the power of a new brand and website behind it.

The Mya Pro, a hospital-strength personal breast pump, follows the launch of the Mya, a portable pump, in March.

“This is the biggest product launch that we've had in a long time,” said Betsy Summers, senior global brand manager, Consumer Marketing & Innovation. “We haven't launched a pump for a couple of years.”

Working with an agency and led by relatively new CEO Patricia Sheller, Ameda has made subtle updates to the look of both its logo and website, and has also been working on a number of back-end improvements to its website.

Among those improvements: new e-commerce capabilities. Ameda added an e-commerce function to its website about a year ago, after getting requests for replacement parts that customers couldn't get anywhere else. (Ameda sells its pumps directly to cash-paying customers on its website and Amazon, but refers customers who want to use their insurance to DME providers.)

Now Ameda wants to “better leverage the website as a referral source,” Summers says.

“The agency is helping us with social media and email marketing to drive more business from the website,” she said.

Ameda is also revamping the “Milk 101” section of its website to have more of a “thought leadership style,” with blog posts written by healthcare professionals and moms, Summers says.

The new products, new brand and new website will set up Ameda well for Medtrade in October, where it will have a bigger booth this year, 10 feet by 20 feet versus 10 feet by 10 feet, Summers says.

“We're very excited,” she said. “We're hoping to kind of make a big splash with officially debuting the Mya pumps. We also to hope to introduce other pumps toward the end of the year.”