2024

Stop Wrestling with Spine Robots

Entrant Company

Elevate Healthcare

Category

Marketing Campaign - Communications Campaign

Client's Name

Johnson & Johnson MedTech

Country / Region

United States

Surgeons today are constrained by robotics in the OR, and robots can make simple procedures complex. Clinical problems in spine are rooted in decision making—surgeons don’t need robots to place screws. Current first-generation robotic navigation dictates that surgeons follow predetermined surgical steps with limited workflow flexibility.



To address these issues, Johnson & Johnson MedTech created a new category called Active Robotic Assistance.



Active Robotic Assistance reimagines the digital experience and puts robotic surgery back into the surgeon's hands. Starting this behavior shift away from current robotics begins with educating the market on a problem they don’t know they have, explaining why it’s important, and showing how to solve it with Active Robotic Assistance.



Credits

Global Director, Marketing, J&J MedTech
Mike Kuhn
Creative DIrector, Elevate Healthcare
Paul Wesemann
VP, Client Engagament, Elevate Healthcare
Scott Harper
Copy Supervisor, Elevate Healthcare
Tina Wack
Managing Partner, Elevate Healthcare
Frank Powers
CCO, Elevate Healthcare
Barry Schmader
Future Innovation Design
2024
RoboMarker G2

Entrant Company

Surgilum

Category

Future Innovation Design - ER and OR Tools, Equipment, and Supplies

Country / Region

United States

Technology Solutions
2024
Aricson Pereira

Entrant Company

Aricson Pereira

Category

Technology Solutions - Manufacturing Solution

Country / Region

United States

Video, Commercial & Film
2024
Innovation for the future - TUD|Excite

Entrant Company

AVANGA Filmproduktion GmbH & Co. KG

Category

Video, Commercial & Film - Technology / Science

Country / Region

Germany

Marketing Campaign
2024
Urgency

Entrant Company

BVK

Category

Marketing Campaign - Health Campaign

Country / Region

United States