2024

Stop Wrestling with Spine Robots

Entrant Company

Elevate Healthcare

Category

Marketing Campaign - Product Launch

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
Website
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Entrant Company

Med Learning Group

Category

Website - Educational / Training

Country / Region

United States

Website
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Entrant Company

SteegeThomson

Category

Website - Digital Publication

Country / Region

United States

Integrated Marketing
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Entrant Company

PUBLICIS BRAZIL

Category

Integrated Marketing - Integrated Marketing Campaign

Country / Region

Brazil

Video, Commercial & Film
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Entrant Company

V-ROK Communications Network

Category

Video, Commercial & Film - Animation

Country / Region

India