Smith & Nephew, a leading orthopaedic device manufacturer, wanted to increase their knee market share by driving patient demand for their innovative new product, the Journey Knee.

We executed an integrated multi-channel marketing campaign to increase the awareness of Smith & Nephew’s knee replacement product and drive patients to Journey Knee surgeons.

• A product-specific microsite www.journeyknee.com was built to support both online and offline channels and collect data from leads.
• Reached online information seekers and supported TV buys through geo-targeted search engine marketing campaign.

• Achieved an extraordinary 26% conversion rate with a $5.91 cost per acquisition by efficiently driving qualified leads to the surgeon locator through geo-targeted keyword buys on top search engines.
• Of the 53% of the target audience who saw the television ads and responded, 92% of those did via the website.
• 57% of respondents made an appointment with a physician.

• 2008 Effie Finalist
• 2007 Healthcare Communication & Marketing Association's Gold In-Awe Award
• 2007 Medical Marketing Association In-Awe Award