Work

A.M. Surgical

Transforming Lives
through Technology.

Promoting a revolutionary medical device and procedure that brings newfound freedom to patients living with pain.

A.M. Surgical

The Challenge

The Challenge

Founded by Ather Mirza, MD, A.M. Surgical was established in 1995 and has since become a leading innovator in the hand surgery space. Specializing in skeletal and soft-tissue surgical tools for hand and wrist procedures, A.M. Surgical has developed many influential treatments over the years and they reached out to Bigeye to help bring the Stratos Device for carpal and cubital tunnel to market. Addressing the damage done and pain produced by these syndromes, the Stratos effectively gives patients back the use of their hands. Our team used our expertise in strategic medical device marketing to bring awareness of this treatment to those in need.

A.M. Surgical

Our Strategy

Our Strategy

We designed a medical device marketing strategy that centered on national broadcast TV to drive awareness and understanding of the Stratos. Our team scripted, filmed, produced, and edited video advertisements that has increased name recognition and increased adoption. The videos focused on the improvement in quality of life felt by patients, the effectiveness of the device in relieving nearly all symptoms, and the procedure’s short recovery time. 

Services Used

Audience

Audience

Audience Analysis
Consumer Insights
Audience Segmentation

Branding

Branding

Strategy & Positioning
Persona Building
Messaging
Implementation

Creative & Production

Creative & Production

Copywriting
Video & Photography
Website & Voice Development

Media & Analytics

Media & Analytics

Media Planning & Buying
Programmatic Optimization
Conversion Optimization

Campaign Core

There are effective long-term solutions for patients with carpal and cubital tunnel.

Reaching Our Audiences

To make patients aware of this groundbreaking tool, we first focused on educating referring physicians about it. Our audience insight experts then identified two secondary groups: patients themselves and the hand clinics that treat them. The team chose to speak directly to patients in need, even though they wouldn’t actually use the device, because no one is better positioned to advocate for their health. Then we capitalized on the momentum we’d created by connecting with hand clinics, which are the main purchasers of this product. 

Referring Doctors

Referring Doctors

As a patient’s go-to source for medical care, general practitioners were the main focus of our medical device marketing efforts. The team chose to highlight the device’s uses as well as Dr. Leonard D’Addessi, a prominent doctor who utilizes it. Naming a specialist who speaks highly of the device gave physicians someone to contact for details on its use and built credibility among patients. 

Patients

Patients

When it comes to getting high-quality care, patients are their own best advocates. That’s why our team chose to connect with them directly. We were able to explain to them that this easy-to-use and reliable surgical tool could have a dramatic impact on their outcome, improving their quality of life and helping them regain pain-free use of their hands.

Hand Clinic Administrators

Hand Clinic Administrators

Critical to increasing sales of the Stratos device are clinics that focus on hand surgery. In particular, the administrators at these clinics are the decision makers who must sign off on the purchase of new tools. We knew that for A.M. Surgical to be successful in this space, we had to make the case to these gatekeepers that the Stratos is the device that provides the best outcomes for patients. 

Build Out

How we did it.

Build Out

To spread the word about this life-changing surgical tool, our team crafted four broadcast spots as well as an educational landing page to serve as a hub for contacting both A.M Surgical and the specialists who utilize the device. As an experienced medical device marketing agency, we ensured that every deliverable we produced creates a sense of hope in patients and trust in device users.

Pennsylvania Video:

We made the Stratos device the true star of the show in a persuasive video. Our production team flew to Pennsylvania to interview a skilled doctor who uses the Stratos and two patients who had undergone the surgery, and also to follow a patient through the surgical process. Ruth Anne had honed her musical skills through years of practice only to see the pain and scarring of carpal tunnel syndrome negated all her work. It was devastating. But, the evening after her Stratos surgery she felt no pain and was overjoyed to know that she would be able to play the violin again.

Las Vegas Videos:

Expanding on the success of the Pennsylvania video, our medical device marketing team produced three more broadcast placements. Working with the team at the Hand Center of Nevada, our designers crafted videos that focus on the physicians there, the quality of care they provide, and how the Stratos is a key part of their treatments. We also filmed patient testimonials to create dynamic broadcast spots that highlight both the Stratos and the Hand Center of Nevada.

Landing Page:

After ramping up awareness of the Stratos, we leveraged our background in digital marketing for medical devices to provide an easily accessible information hub. Our team designed an engaging landing page that provides curious visitors a place to get more information or contact a specialist. To illustrate the uses of the Stratos while conveying its quality and credibility, our team took high-resolution photographs of the tool. With these powerful design assets, Bigeye designers were able to deliver a site that drives conversions.

Results

Our medtech marketing team crafted four incredibly compelling videos that highlight the uses, results, and revolutionary technology of the Stratos surgical device. The high-quality content we created on a tight timeline exemplifies the level of sophistication and professionalism we bring to every project.

More Work

Check out some of the other projects we’ve worked on here at Bigeye.