Medical Device Link.

Originally Published MX September/October 2005

ADVERTISING, DISTRIBUTION, & SALES

The tag line that resulted from the collaboration was short and to the point: Join the Movement. And that is what orthopedic giant Smith & Nephew Inc. (Memphis) had done when it teamed with Archer/Malmo Inc. (Memphis) on a global initiative aimed at establishing Smith & Nephew as the leader in advanced bearings for hip replacement and resurfacing.

The print campaign by Archer/Malmo for Smith & Nephew won a silver award in the 2005 In-Awe competition. Photo courtesy Archer/Malmo. (click to enlarge)

"Join the Movement is a rally call to surgeons to join the Smith & Nephew team," says Erin Reynolds, a senior account executive at Archer/Malmo. The tag line was also a nod to the benefit that advanced bearings can provide: superior joint movement.

Smith & Nephew is the only company in the world to offer all-advanced-bearing orthopedic solutions—the Oxinium femoral heads and total hip resurfacing—and the creative heads at Archer/Malmo wanted that fact known to surgeons.

The initiative, which featured launch kits, flash e-mails, and print advertisements, displayed patients' four advanced-bearing options—the Oxinium head on cross-linked polyethylene, the Reflection ceramic-on-ceramic, the Birmingham metal-on-metal, and the Birmingham hip resurfacing.

The campaign hit medical journals abroad and in the United States and won a silver award in the trade print category in the Medical Marketing Association's 2005 In-Awe competition.

Reynolds says that the strategy the Memphis firm employs for its clients is to think outside the box—always. "Look for unconventional ways to get your client's message out," she says. "Don't go about it like your competitors. And, most importantly, take it one message at a time."

Copyright ©2005 MX