Client: Pinnacle Spine Group

Creative: Brand and Messaging Strategy Development

Goal: Pinnacle Spine Group's novel InFill® interbody devices and graft delivery system represents a breakthrough innovation in spine fusion technology. As a small company with a limited budget, Pinnacle lacked the resources for a large-scale awareness campaign to introduce their new product. Having developed their brand logo and positioning tagline, they still needed a bold message that would capture spine surgeons' attention quickly, and introduce them to InFill's unique new graft delivery advantages in a sea of me-too competition.

Solution: Develop a brand message that speaks to surgeons in their language, on their terms, and about their biggest challenges - "Fusion Is a Contact Sport™"

Results: The message connects with a core spine surgeon motivator - the need to achieve fusion - and has had tremendous brand recall for Pinnacle and its InFill product. In fact, viewer response has generated website activity spikes as high as 48% in relation to ad publications, and AdStudy® ranked it among the top 10 ads in the NASS issue of Becker's Spine Review—outperforming the competition and many larger, well established companies—and cited favorable responses from over 70% of respondents who offered comments.