Risque Approach Pays Off For TranS1

Talk helped TranS1 raise eyebrows and traffic figures at the Ulmer Congress with a provocative marketing campaign.

TranS1's AxiaLIF is an innovative medical implant used in lumbar fusion Surgeons' primary objection to AxiaLIF is the surgical access route to the spine, which is just above the tailbone. Unlike their American counterparts, the Ulmer Congress' European audience is open to provocative marketing messages. Our objective was to aggressively address surgeons' objection to accessing the spine through the rear. "Use Rear Entrance" was featured on a yellow traffic sign and succinctly captured attendees' attention and immediately instigated a discussion of the AxiaLIF access route. A full-page ad in medical trade media encouraged readers to visit the TranS1 booth. A 9" x 9" brochure was distributed to booth attendees. A huge traffic sign imprinted with "Use Rear Entrance" was positioned outside the TranS1 booth to draw attention and traffic. TranS1 saw an unprecedented number of attendees at the Ulmer Congress. The ad and brochure effectively addressed surgeons' concerns about the AxiaLIF access issue and motivated many to sign up for training. Since the initial printing of 2,000 brochures, Talk has reprinted an additional 1,000 for subsequent TranS1 marketing events.