How do you keep the biggest launch in knee revision, moving on track?

Unprecedented. Featuring the most advanced implant technologies and materials that had yet to be introduced to orthopaedic markets, the ATTUNE™ Knee System from DePuy Synthes represented the largest ever research and development project in the company’s history. Our task was to create, manage and deliver a business-critical pipeline of multifaceted marketing, education and training materials that targeted orthopaedic surgical teams and senior consultants alike. The biggest challenge was the need to develop a more efficient and flexible way of working to factor for an unprecedented amount of internal reviews and stakeholder feedback. This monumental challenge was compounded by the necessity to deliver with the quickest turnaround possible. 

Two steps ahead. As this was the most anticipated launch in the company’s history, ‘all eyes’ in the business were focused on ensuring we delivered nothing short of excellence. We undertook weeks of product immersion workshops and customer deep dives, working closely alongside senior brand teams and product engineers to get a better grasp of the numerous, patented technologies at play. Leveraging the critical insight of understanding a patient’s need for stability and freedom of movement, we created and delivered a suite of marketing collaterals and key anatomy illustration visuals, from animated product films to sales aids, surgical techniques, design rationales, print and digital adverts.­­­