Originally Published MX September/October 2004

ADVERTISING, DISTRIBUTION, & SALES

When 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.

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.