Case Study
01
Message testing for an orthopedics study
Pinpoint your audience. Find out what makes them tick. Develop a message that will resonate with them and tell them your story. That’s not just making the plan, it’s working the plan. Do that, and results will follow.
Challenge
There are approximately 1,000,000 foot/ankle fusion or corrective procedures performed annually in the U.S. alone. Our client wanted to build on the success of their bone regeneration technology—a material that eliminates the need for a second procedure to harvest autologous bone and that was already approved and proven in other applications—for use in the lucrative market for foot and ankle fusion.
Strategy
Ankle is easy, but how do you describe “hind foot?” ThreeWire needed to make sure that the message was both compelling and easy to understand. After thoroughly researching both the condition and its effect on patients’ lives, ThreeWire developed concepts that we felt spoke to and engaged them. Armed with several solid ideas, we took it to the next step and tested these messages with actual patients, refining the eventual choice to make sure it addressed their hopes and fears, wants and needs.
Result
The message rang loud and clear—and in spite of having to work within a tight budget, the response to advertising in the media-saturated large markets was particularly successful. Although ThreeWire was recruiting for only six of our client’s sites, our nurses prescreened over 1,000 potential patients in four months that converted into 281 pre-qualified referrals to the study sites.
