• by Fern Siegel , March 13, 2023

Knee replacements are a fact of aging. Conformis, a Boston-based medical tech company, produced personalized joint replacement for knees and hips. The goal is less pain and faster recoveries. 

Eicoff created a linear TV and radio campaign to heighten awareness of patient options.

Nearly 800,000 Americans get a knee or hip replacement each year, according to Harvard Health.

Conformis utilizes CT scanning, AI, advanced algorithms and 3D-printing technology customized knees and better restore their mobility and natural motion.

The TV spot features two knees talking to each other while waiting for their replacement surgery. One knee is excited about Conformis’ tailored approach, the other is having doubts about his one-size-fits-all implant.

“Launching a campaign with a compelling message is an essential step in educating prospective knee patients about their choices and the benefits of personalization,” said James Paiva, vice president of marketing for Conformis.

Paiva added Eicoff “helped us showcase in memorable fashion how implants are not all created equal, and why patients should not just accept any brand of traditional
implant.”

Chicago-based Eicoff, an Ogilvy performance agency, has done work for Amazon, Oasis Financial and Rocket Mortgage.