Client: Conformis Knee Implant
The Challenge
As the first personalized knee implant, Conformis needed to educate patients who didn’t know a choice existed—and persuade surgeons to rethink how they operate. The brief required both DTC and B2B impact.
The Strategy
We used a simple, human idea: two knees headed for surgery. Their dialogue made the difference between a custom implant and an off-the-shelf one instantly clear. Media launched in key surgeon markets across TV and audio, with a phased national rollout.
The Outcome
Conformis’ first TV campaign drove an 89% increase in web traffic, with exposed households 34× more likely to research the product. The work earned Gold at Ad Age and Modern Healthcare’s Marketing Impact Awards.