2024
Entrant Company
Category
Client's Name
Country / Region
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
Entrant Company
Med Learning Group
Category
Website - Educational / Training
Country / Region
United States
Entrant Company
SteegeThomson
Category
Website - Digital Publication
Country / Region
United States
Entrant Company
PUBLICIS BRAZIL
Category
Integrated Marketing - Integrated Marketing Campaign
Country / Region
Brazil
Entrant Company
V-ROK Communications Network
Category
Video, Commercial & Film - Animation
Country / Region
India