Zimmer Biomet is a global leader in the development of surgical implants and products. One division, long known as a leader in microfixation for neurosurgery and craniomaxillofacial (CMF) surgery, engaged High Reason to assist with their expansion into the thoracic surgery segment. The thoracic region is the rib cage and sternum area that protects several vital organs. Notably, thoracic products include sternal closure systems for use after open heart surgery, where “cracking the cage” (at the sternum) can lead to slow recovery, complications, discomfort and even rehospitalization. Zimmer Biomet’s new Thoracic division would also include its line up of pectus repair and rigid fixation systems.
Inspired by the strength of the SternaLock Blu rigid fixation clinical study and the efficacy of Zimmer Biomet’s products, High Reason developed the “Thoracic Strong” divisional positioning and “The Method Matters” launch campaign to highlight the benefits of the SternaLock Blu sternal closure system over wire cerclage. The program leveraged the brand’s innovation and leadership heritage and, importantly, stood on the clinical data so vital to hospitals and surgeons as they make procurement decisions. The program included infographics for key clinical data, sales literature, video production and website design.
Zimmer Biomet’s Thoracic Division launched successfully and SternaLock Blu has made significant market gains. This included a highly successful conference launch and continued growth in product sales, entrenching Zimmer Biomet’s surgical products leadership position.
