ATTUNE Knee System

The ATTUNE® Primary Total Knee System is the largest ever research and development project from DePuy Synthes and was positioned as a comprehensive range of knee implant solutions, incorporating several patented technologies.

JMP Health was tasked with integrating disparate, complex messages across multiple touch points in order to effectively engage with time-pressed healthcare professionals.

 

CLIENT: DePuy Synthes          Services: Campaign Development

www.depuysynthes.com

Complexity

In order to narrow the focus, our team had to start with a wider context which included understanding the overall primary knee market conditions, surgeon needs and patient desires.

Clarity

Led by JMP Health’s creative and strategic partners, Paul and Piers, the team took a series of deep dives, working closely alongside senior brand managers and product engineers to discover a positional route and creative platform that addressed a key insight – a patient’s need for stability and freedom of movement. The ‘stability in motion’ proposition was leveraged to showcase the entire ATTUNE® Knee System which spanned design rationales, training modules, journal print ads, surgical techniques and 3D animated films.