Pulsetto approached us with a challenge familiar to many health tech companies - how to break free from the crowded medical device category where everyone competes on clinical credentials and technical features. Their VNS technology was innovative, but the positioning felt trapped in reactive healthcare language. Our strategic approach centered on category repositioning - moving Pulsetto away from 'stress management device' toward proactive wellness training. Instead of competing with medical devices, we positioned them alongside lifestyle wellness brands, creating messaging around daily mental fitness rather than reactive treatment. Through website concepts, marketing materials, and strategic positioning work, we developed a new market category focused on stress resilience building. The 'Routine as...' campaign series demonstrated how stress training could become as natural as brushing teeth or drinking coffee - transforming perception from medical necessity to lifestyle essential.