With one of the world’s largest spine conferences approaching, this innovative spine device company wanted to connect with attendees to announce it would be exhibiting at the show. The company also wanted to promote a hands-on product demonstration of its key technology, during two sessions of an onsite, mobile cadaver lab. Leveraging the messaging we developed for the company’s website and print ad, LSHD created an engaging email that focuses on the primary innovation—in situ delivery of graft material. The game changing nature of the technology provided the hook for the “Fusion is a Contact Sport” email and helped to drive traffic to both the booth and lab.