Originally Published MX September/October 2004
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ADVERTISING, DISTRIBUTION, & SALES
Campaign Fuels Sales Beyond ExpectationsWhen Encore Medical Corp. (Austin, TX) introduced its new Keramos ceramic-on-ceramic acetabular (hip socket) implant system, the challenge was more complex than simply announcing a new addition to the Encore line.
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| The in-house marketing group of Encore Medical Corp. demonstrated its knowledge of the product, media, and marketplace with a campaign that combined a standout concept with stylish execution and a clear, concise message. Encore's advertising communications director Michael Droege (below) says reliability and longevity were key messageson. (click to enlarge) |
The Encore in-house marketing group also needed to clearly differentiate its new product from other ceramic-on-ceramic implants that were already on the market. The solution? A standout advertising and direct-mail program that caused an immediate stir and generated sales beyond all expectations.
"Reliability and longevity were the messages," explains Michael Droege, Encore's advertising communications director. "Comparing Keramos to a high-performance car with a 25-year warranty was a solution that worked on many levels. Our ad jumped off the page, and both the ad and direct mailer were incredibly memorable. The visual metaphor provided a context that helped our sales team frame its pitch. And the concept provided a foundation for promotions that has yet to be exhausted."
The direct mailer immediately positioned the product as the key to successful, long-lived hip replacement with the inclusion of a stylish silver key chain emblazoned with the Keramos logo. Inserts provided technical information, with inventive extensions of the automobile analogy, such as contrasting the wear resistance of Keramos and its competitors to the wind resistance experienced by different types of vehicles. Also included was a CD-ROM containing technical white papers and research data.
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| Michael Droege |
The mailer captured a gold medal in the Medical Marketing Association's 2004 In-Awe competition, and the campaign is still generating sales—and positive comments—several months after its launch.
"If anyone questions whether advertising works, this campaign proves that, done well, it can make a tremendous difference," says Droege.
Photo courtesy ENCORE MEDICAL
Copyright ©2004 MX
