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FOCUS:
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» Direct to Consumer
» Media Relations |
| INDUSTRY: Medical Device - Orthopaedics/Joint Replacement |
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FischerHealth was engaged to develop and execute a campaign to drive patient demand for the DePuy Orthopaedics’ Rotating Platform (RP) Knee, a unique implant that enables patients to maintain an active lifestyle following total knee replacement (TKR) surgery. DePuy had engaged Hall of Famer and baseball legend Ernie Banks, “Mr. Cub™”, a recent recipient of the RP Knee, as a celebrity spokesperson for the campaign. |
| Challenge |
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The marketplace for joint replacement is cluttered and DePuy found it difficult to stand out among competitive noise to establish its brand among both physicians and consumers. |
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While the RP Knee is the only knee implant of its kind available in the United States, it is not “new” technology and has been on the market in the U.S. for more than 20 years. |
| Solution |
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Developed a media relations program leveraging Banks’ recognition among sports fans, primarily male Baby Boomers. Key message was that Banks was “off the disabled list” and ready to “play two” again after knee replacement surgery with the RP Knee.
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Elements of the program included:
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Satellite media tour, sports media outreach and local media tour in Houston, Texas surrounding Banks’ participation in events at the Major League Baseball All-Star Game |
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Paired Banks with his surgeon in media interviews to provide credibility to the medical claims |
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Supported messages with b-roll footage of Banks working out, playing golf, and demonstrating his new-found mobility |
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Leveraged event management expertise of Porter Novelli’s Sports |
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Marketing group to take advantage of All-Star Game media opportunities
Local market tours with Banks and his surgeon in Chicago (home of the Cubs) and Los Angeles (his hometown) immediately following the All-Star Game to capitalize on his local popularity |
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| Results |
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Generated widespread coverage of Ernie Banks’ knee replacement story in international and national sports media including ESPN and ESPN Radio, FOX Sports Net and FOX Sports Radio, and MLB.com, driving 500% increase in Web Site hits for kneereplacement.com. |
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Booked 19 satellite media tour interviews and garnered broadcast coverage of Banks and his surgeon in 12 of the top 20 local markets. |
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Anecdotal evidence from sales force indicated that surgeons are seeing increased demand for RP Knee in key markets. |
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Generated 32 million-plus total audience impressions to-date. |
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Instilled employee pride and competitive concern that DePuy was elevating its presence in total knee replacement. |
