Stryker Strikes Gold
“This campaign will be very effective..”
Stryker is a medical device maker and has marketed a knee replacement for years. Their new ad campaign is a winner in my humble opinion. They call it “Get Around Knee.” The term “around” has two meanings. The first is the obvious one about being able to move well again and the second has to do with product differentiation. Most knee replacements use oval movement which is not the natural motion of the knee. Stryker’s knee results in round motion like a natural knee.
The ads feature objects that are normally round in motion but are shown running in an oval pattern. A woman riding a bike, a car running, and a bowling ball are all shown doing their work in an oval pattern. This shows how abnormal it looks versus its normal round motion. This is a good way to show the differentiation between a Stryker knee and competitors. All the ads can be seen on their website www.getaroundknee.com.
The ads are simple in making one major claim, and easy to understand why Stryker makes a better knee replacement. I do not know if orthopedic surgeons really agree round is better but the ad clearly makes that a product advantage. As a middle age baby boomer gradually wearing out my knees I would
certainly ask if round is better once my turn comes for a new metallic knee. I like an ad that focuses on the main point of difference and this one clearly spells out that product advantage through a compelling creative visual idea.
This campaign will be very effective in getting inquiries. If the Stryker detail sales force has convinced orthopedic surgeons that round is in fact better; then this will certainly be effective in getting consumer pull. After all a knee surgery is a long grind in terms of recovery and why not have the best type of replacement possible? Stryker seems to fully understand that advertising must distill a complex product into a single compelling product advantage. I think they have succeeded with their campaign. I went on bonesmart.org and see a lot of consumers asking if it is really a better knee. The commercials seem to be generating significant social media chatter which is certainly a good sign.
I will be following this campaign to see what the experts say about round versus oval replacements. I am sure competitors have a counter argument that their oval knees work as well. We will see over time how the knee battle develops. As far as advertising Stryker has done it well.
Bob Ehrlich, Chairman
DTC Perspectives, Inc.