Problem
- Expanding surgeon and hospital awareness and preference for new CMF innovations. With a larger reputation for micro-fixation in neurosurgery, Zimmer Biomet sought to expand their impact in the thoracic surgery segment with new innovations in thoracic implants and rigid fixation sternal closure. They looked to us to strategize, position and activate that expansion.
Solution
- A powerful expression of clinical outcomes and professional impact. We developed the enduring “Thoracic Strong” divisional position and launch a campaign to leverage the brand’s innovation and leadership, standing on the clinical outcome facts so vital to hospitals and surgeons as they make procurement decisions. We used infographic design of key clinical data, sales literature, video production and website design to drive the launch.
Impact
- Sales exceeded divisional launch goals
- Divisional growth continues 5+ years after launch
