When OtisMed sought to boost public awareness of its new "OtisKnee" knee replacement product, which is built to be customized to individual users, it faced a market crowded with competing products, all a bit different.
The company committed to a PR-only promotional strategy and turned to Nobles Communications to get the word out to targeted consumers.
Strategy
"Our messaging competition was pretty entrenched. A fairly large company was leading with an entire campaign around a gender-specific [replacement] knee," says ...