NPI/Medical hires SWBR to lead advertising, marketing efforts

NPI/Medical, a provider of precision tooling and injection-molded parts for medical device manufacturers, recently hired SWBR to build awareness of its growing capabilities and drive new leads in an ever-changing industry.

SWBR will provide strategic planning, branding identity, lead generation, digital media planning and buying, and public relations. NPI, which stands for New Production Introductions, serves a number of major players in the medical, life sciences and diagnostic healthcare device markets. Competition is intense, cost savings are at a premium and companies are often seeking to get products to market very, very quickly. And that, we’ve found, is where NPI excels.


NPI is an impressive, smartly managed company that’s on the threshold of greatness. After a two-hour tour of their facility, we just knew they were a company we absolutely wanted to work for.

Based in Ansonia, Conn., NPI was spun off from Spectrum Plastics Group in 2013. Whether creating a prototype or producing hundreds of parts, NPI helps companies navigate the often chaotic medical device product lifecycle, all from its 66,000-square-foot facility.

SWBR’s task is to help position NPI in a highly competitive market. That means looking at everything from messaging and imagery to tactics and targeting, consistent with the agency’s three principle process.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.