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A Knee of Their Own: Zimmer Gender Solutions Knee for Women
Source: SO16 Silver Anvil Award of Excellence
Product Code: 6BE-0707A18
Organization/Author/Firm: Zimmer, Inc., Public Communications Inc.
Industry: Consumer Products / Health - Medical - Pharmaceutical
Specialization(s): Marketing
Format: Campaign Case Study (Silver Anvil Award of Excellence)
Summary
2007 Silver Anvil Award of Excellence Winner – Marketing Consumer Products – Healthcare
In 2006, worldwide orthopaedics leader Zimmer introduced a groundbreaking knee replacement, the ZimmerÒ Gender SolutionsÔ Knee, which is based on three distinct and scientifically documented shape differences between women’s and men’s knees. Since it was the first introduction of a gender-specific orthopaedic implant, consumer awareness of its importance to women with knee pain was zero. A national launch reaching women was essential. Zimmer launched an integrated, multimedia marketing communications program to introduce, establish the credibility of, and drive consumer demand for the first and only total knee replacement shaped to fit a woman’s anatomy.
