BioSurgery & Wound Closure

Ethicon aimed to create deeper connections, improve awareness, and re-establish Ethicon as a source for education amongst two target audiences: the non-user HCPs for their hemostatic sealants and for wound closure, the next generation of surgeons.  They had a secondary goal with the social and landing pages for each of the product categories - tell a more unified educational story, expanding beyond their existing portfolio-centric narrative. Deeper connections, improve awareness and provide a more cohesive brand story by creating education-focused content for non-user HCPs and the next generation of surgeons. We created a two-fold campaign; developing both social series and landing pages for Biosurgery and Wound Closure. For Biosurgery Education, they targeted non-user HCPs, focusing on bleeding types and solutions to drive awareness and consideration. Wound Closer Education aimed to deepen connections with the next generation of surgeons, offering foundational understanding while fostering a deeper connection with the Ethicon brand among residents, to drive registrations.

Within the hemostatic sealant and wound closure categories, We created separate social media series and landing page campaigns for each, positioning Ethicon as a global leader in developing technologies that address these pressing health challenges.  We leveraged existing content and recreated it through the lens of learning and used bold designs in order to educate Ethicon’s audiences on the prevalence of bleeding and healing complications as well as the technology and techniques behind needles and sutures.

Client: Johnson & Johnson MedTech
Role: Campaign, Photography Direction
Firm: Recreation
Creative Direction: Matt Hendon, Chris Inclenrock
Design: Matt Hendon, Mikka Huang, Avery Kershaw
Strategy: Mike Chirumbolo, Kate Livermore