A DTC Campaign That Went Downhill

Background:
Miach OrthopaedicsTM, the company behind the Bridge Enhanced ACL Restoration (BEAR®) Implant, came to GrayMatter for help marketing to patients and surgeons. With Level 1 clinical data to validate it and thousands of torn anterior cruciate ligaments (ACL) successfully repaired, there was a compelling story to tell about the device’s unique approach to a very common knee injury.

Solution:
We created a direct to patient campaign and additional materials for physician for the BEAR Implant. The social media campaign run in unison with a patient testimonial PR campaign, both complementing the other. The campaign was produced using both still images and animated motion graphics.

Impact:

• Google PPC saw exceptional engagement with 7.86% click through rate (CTR).
• The ski campaign on social platforms tallied just under 15K clicks, generating 3.19% CTR.
• Anecdotally, some surgeons reported a marked uptick in the number of patients coming in with questions about BEAR:

"Are you guys doing something around skiing for BEAR right now? I saw seven ACLs in clinic the other day from skiing that all asked about BEAR.”
- Seatle MD
“I’ve got four patients on the schedule tomorrow specifically coming in to ask for BEAR. I don’t know how they are finding me exactly or if they are doing their own research and finding it on the surgeon finder Miach website, but they’re starting to pour in. Had two of them also yesterday asking for the same thing.”
- Colorado MD
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