Headline Here.
The Challenge
As the first personalized knee implant, Conformis had 2 major challenges. One was driving awareness and understanding to potential patients. Most people had no idea there was even a choice in knee implants. The other challenge was motivating surgeons and medical centers to change the way they operate, literally. Our objective had both a DTC and B2B component.
The Strategy
Creatively, through the dialogue of two knees headed for surgery, we highlighted the stark difference between a customized Conformis implant and an off-the-shelf one. The commercial engaged and informed consumers about their choices, while also nudging surgeons to rethink their old ways of working.
For our media strategy, we evaluated the footprint of Conformis surgeons and then activated a TV and audio launch in key markets to start, with a phased roll-out plan.
Outcome
Conformis inaugural TV campaign delivered an 89% surge in web traffic. Plus, exposed households were an astoundingly 34x more likely to research the product – the largest differentiation we’ve ever seen. We also proudly won Gold in the Film/TV/Video Campaign of the Year category at AdAge and Modern Healthcare’s Marketing Impact Awards.