The success of a focused campaign
Stryker Trauma & Extremities Europe
Not only did we develop a successful campaign for our client Stryker T&E, but we also helped deliver the presentation that won the project a global marketing effectiveness award.
In 2020, Stryker created a huge opportunity when they acquired Wright Medical: To integrate their Trauma and Extremities and Sports Medicine business unit teams to enable them to dominate a very competitive European market.
We were briefed to create a campaign to lead the way. It needed to highlight the comprehensive, now combined portfolio and specialist talent in every shoulder treatment area to inspire customers; and motivate and inspire the internal sales leadership and teams to ignite customer conversations and sell – confidently.
As ever, it was more than just a creative concept. We developed powerful and compelling messaging under a strong core hook enabling both broad and specific storytelling, campaign longevity and a logic and structure to allow it to be used through other parts of the trauma and extremities portfolio, such as hips and foot and ankle.
The concept was based around ‘focus’ – not only on the product portfolio, but also on the needs of the customer, the surgeon, and their patients’ outcomes.
Messaging and imagery reflected the focus concept and was adaptable, agile, and campaignable.
It was used to frame a complete range of marcomms solutions: website, LinkedIn posts, animated GIFs, interactive brochures, presentations, email comms…
The results
Over 14,000 website visits; half a million impressions; hundreds of digital leads, and thousands of e-mail reads and surgeons trained; considerable increase in new customers and above target additional sales.
The campaign was strategically critical to integration success, and put forward for a global internal marketing effectiveness award – we helped the client team create an equally compelling presentation as part of their submission. It won. A truly successful client/agency collaboration all round - an effective creative campaign that achieved its strategic objectives.
We continue to support Stryker T&E and other divisions with effective creative brand strategy and marketing.
