How do you collar the missing link to a more evolved clavicle plating system?

History of early removal. Due to its proximity to the skin surface, open reduction and internal fixation (ORIF) of clavicle fractures have been notorious for early hardware removal caused by irritation. Current plating systems in the market have often fallen short of offering a better fitted plating solution. Until now - the DePuy Synthes 2.7 MM VA LCP^® Clavicle System.

Elusive link. DePuy Synthes conducted extensive analysis of more than 600 clavicle CT scans. The findings identified missing gaps in the current plating market after discovering the elusive link between patient size and clavicle size. As a result, DePuy Synthes could now offer plating sizes that correlates to the unique bow, contour and variation of the clavicle, enhancing plate-to-bone fit. Our main challenge was understanding how to reframe and redefine the parameters around clavicle plating size and patient variation and stand out to surgeons inundated with ‘me-too’ competitor claims.

Hidden motives. Our strategy was to dig deeper in order to establish a more meaningful link with surgeons. We knew that trauma surgeons preferred to let their work speak for itself. In this regard, we felt that the ultimate reward for any surgeon is to allow their handiwork to go unnoticed. We thought the irony would not be lost on surgeons operating in a clavicle plating market noticeable for its plating prominence issues. ‘Designed to go unnoticed’ spoke to trauma surgeons on a deeper, emotional level. The campaign utilised patients from all walks of life and ethnicity, reflecting the plating system’s enhanced fit, diversity and range. To make the link with surgeons more prominent, a highly successful, social media campaign was launched on LinkedIn.