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STRATAFIX

Bridging Device Usability with Patient Confidence

A better suture for your patient with strata fix

ALL PROJECTS

PROBLEM

Johnson & Johnson's Ethicon division needed to increase market share and brand recognition for Stratafix, its innovative knotless surgical suture. The challenge was to create messaging that would resonate with surgeons—highly technical and discerning—while clearly differentiating Stratafix in a crowded, competitive landscape of surgical devices. 

A better suture for your patient with strata fix

SOLUTION

We began with global stakeholder research, engaging surgeons across multiple markets to gain a deep understanding of their technical needs, pain points, and how sutures are actually used in the operating room. 
 

  •  Technical to Patient Benefit Translation: The breakthrough insight was that Stratafix's knotless technology not only provided superior technical benefits for surgeons, such as a better hold and reduced procedure time, but also translated directly to improved patient outcomes, including less scarring and potentially fewer complications.

  • HCP-Focused Strategy: Developed messaging and educational materials that spoke directly to surgeons' expertise and technical requirements, highlighting the scientific advantages of the knotless technology. Designed communications that acknowledged the precision and craft of surgical procedures, positioning Stratafix as a tool that elevated both surgical performance and patient care.  

  •  Patient Outcome Integration: Created materials and visual demonstrations that connected technical excellence with surgeons' commitment to patient recovery, showing how suture selection impacts healing and aesthetic results.

  • Campaign Development: Launched the "Simply Better" global campaign, using conceptual imagery and precise messaging to balance technical specifications with outcome-focused benefits. The campaign respected surgeons' expertise while educating on new technology and its real-world impact.

OUTCOMES

  • Stratafix secured the #1 position in the surgical suture market.

  • Successfully positioned the product as both technically superior and patient-benefit focused, making it the preferred choice for surgeons seeking innovation and optimal patient results.

  • Established a new model for translating complex medical device benefits into meaningful patient outcomes, setting a benchmark for future product launches within Ethicon and the broader surgical device industry.

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