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Project & Client Overview

DePuy Synthes is a medical device company that develops and sells products for orthopaedics, neurosurgery, and sports medicine. DePuy Synthes is a subsidiary of Johnson & Johnson, and is one of the world’s top orthopedics companies, and as such, boasts the best-in-class hip implant called ACTIS™. In 2022, a copy cat stem was about to hit market, and the ACTIS team knew they had to act (no pun intended) – fast. We came on board and advised a 360 marketing plan approach, launching an all-encompassing brand strategy that ensured ACTIS’ brand marketing efforts were unified, consistent, and relevant across all channels and touchpoints. From my end, this included developing creative briefs, coming up with a strategic positioning plan, and creating channel-focused copy for ACTIS that spanned digital and print collateral.

Considerations & Challenges

Making Medical Technology Shine
So, how do you make a hip stem seem more…exciting? Especially when there are reams of literature published using dense, medical language to describe the granular details of a medical device, finding information to set the implant apart and to “sell” it was no easy feat. I spent hours poring through the scientific documentation to find the claims that made ACTIS what it is – the number one implant for anterior approach hip replacement surgery. With key messaging points as the foundation, I helped create the strategic positioning that decided our plan of deployment across channels, then wrote all the content for the various pieces of collateral that were sent out, including: LinkedIn post campaigns (paid & organic) targeting doctors and the general public, the implant Design Rationale (print & digital) used by doctors and sales representatives, and the One Pager (print) left by representatives in doctor offices for reference. In the end, ACTIS ran a successful campaign that solidified their market stronghold and gave hip replacement implants a modern makeover.

The More You Know:

As of 2022, the ACTIS™ hip stem is associated with 71.5% reduced risk of revision at 5 years compared to class, so doctors can feel more confident in keeping their
patients out of the operating room (OR)!

PDF documents

Design Rationale
One Pager

Let’s work together