Details

In Japan, medical equipment sales are fairly conventional, and convincing surgeons to accept new devices and tools is difficult. During the pandemic, J&J Medical chose to bring one of their most successful medical devices, the Expedium Verse Spinal system, to the market for the first time. They came to us with the brief of devising a unique manner of launching the product that might partially replace the requirement for salespeople on the ground and go beyond standard printed collateral.

Role

To define the Expedium experience concept, I worked with my creative director. For prospective surgeons, we wanted to stress the core product. I also worked on the site's page content, narrative flow, and interactivity throughout the second phase of the project.

AR

Taking that idea a step further, we created an augmented reality component that allows viewers to visualize the product in their actual environment. Users may view the spine screw up close, panning in and out at their leisure, and are guided via a succession of unique selling point callouts.

 Metrics

Through the new Expedium site, we managed to reach out to 50% more surgeons than before and 43% of surgeons were reached via new digital touch points. We’ve cut the time needed for product promotion by 50% and on-site engagement on the website increased by 58%, with an average of 5 minutes spent in AR.