Situation:
When Sensiband, a no-prescription-needed medical device that allows people to easily test themselves for metal allergies was ready to launch, the brand chose The S3 Agency as AOR. The initial request: a consumer campaign driving consumer awareness of the before they have orthopaedic joint replacement surgery, since those implants often contain metal – and many people don’t realize they have metal allergies. Without that knowledge, patients can find themselves being allergic to the implant inside them, resulting in inflammation and even the need to remove and replace the implant! But S3 questioned that approach.
Strategy:
Based on our research, most people simply did not believe that a potential metal allergy was worth testing themselves for – despite the fact that it was an FDA Class 1-registered medical device. To build credibility and trial, Sensiband needed to engage the experts – the orthopaedic surgeons and their staff. Our “Arm Yourself” campaign for this smart watch-like device worn on the arm educated these key HCP audiences about the importance and effectiveness of this powerful medical device. This was critical to driving direct-to-patient recommendations of this proactive self-tester, which was now available for sale directly through those trusted practices.
Solution:
The Sensiband “Arm Yourself” campaign drove strong results, including:
– buy-in from and recommendations by targeted orthopaedic surgeons
– sales growth at high-volume surgical practices as well as DTC
– Sensiband was voted #1 orthopaedic innovation of 2024 by Med-Tech
