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CARVING A NEW POSITION IN THE MARKETPLACE
The BioniCare System is a unique device for treating osteoarthritis of the knee. To launch the product, Cita helped to craft the brand charter, product positioning and a creative campaign that dispositioned traditional drug and surgery treatments. The product was positioned as closing the gap between drugs and surgery for OA of the knee.
The launch campaign included clinical materials targeted to physicians at tradeshows and in the physician office—as well as a consumer campaign to educate and engage patients. Patient education materials targeted to active seniors included a website, flipcharts, and brochures.
This innovative product has been acquired by VQ OrthoCare, a leading provider of noninvasive medical solutions focused on bone, joint and soft-tissue conditions.
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