Gold award for Film/TV/Video Campaign of the Year
Campaign: Two Knees
Conformis is seeking to show patients and clinicians the potential benefits of personalization in healthcare. The medical technology manufacturer, which creates joint replacement systems for knees and hips, ran a dual-purpose television and radio campaign to inform patients and providers about its custom-made knee implants.
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“Two Knees,” which captured gold among suppliers, vendors and pharmaceutical companies for Film/TV/Video Campaign of the Year, drove the company’s direct-to-consumer and business-to-business marketing goals by educating patients about their options and encouraging surgeons to embrace the use of tailored products rather than off-the-shelf implants.
The campaign, created by advertising agency Eicoff, launched in markets with surgeons already using Conformis products before expanding to others. The message is conveyed via the manufacturer’s first-ever television campaign—two talking knees share their feelings about an upcoming surgery. The knee getting the Conformis product expresses confidence in the procedure and recovery process, while the knee getting the off-the-shelf replacement is nervous.
Eicoff reported that people who saw the ads were much more likely to visit the company’s website and that traffic had increased 89% compared with the period without the television ads.