Converting clinical data into critical sales
Bioventus was ramping up to launch the next-generation EXOGEN® Ultrasound Bone Healing System to a global audience of orthopedic specialists. While clinical data lacks obvious sex appeal, it does make a powerful impression on prescribing physicians, as well as insurance providers and patients. Based on that insight, we developed "Count on EXOGEN" as the data-driven call to action and campaign theme, energizing the sales force and building physician awareness.
Clinical data meets lifestyle imagery in online banner ads and print ads.
To create a consistent user experience across all markets, we developed 12 international sites that could be managed on a single content management system (CMS), with region-specific content that complied with individual regulatory guidelines. We also built the site to be fully responsive for desktop, tablet and mobile. Using web analytics to track, evaluate and adjust Google Adwords and keyword lists, we were able to increase site traffic without draining the pay-per-click budget.exogen.com
To keep EXOGEN top of mind prior to launch, we developed a direct mail and email series that highlighted the clinical data.
As the campaign’s central message, "Count on EXOGEN" extends across a full complement of sales and marketing materials: mechanism of action brochure, EXOPEDIA sales tool, treatment compliance sell sheet, product introduction flyer and patient resource guide.
Patient Training Video
We shot the patient training video in a limbo environment to eliminate region-specific elements. To support the global launch, we customized the content and translated the video into nine different languages.
Mechanism of Action Video
Microbiology comes to life through 3D animation and motion graphics, helping to convert skeptical orthopedic surgeons. Like the training video, we adapted the content and translated the script into multiple languages.