Challenge

Axis Spine Technologies challenged us to design and build an immersive sales and marketing tool to promote the innovative implant system we helped them to develop. The tool was to be used to generate investment and convince world-leading surgeons to consider using the new spinal fusion devices in their surgeries, by accurately and efficiently communicating the unique features and benefits of the AXIS system.

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Insights

The tool not only had to shed light on a complex and nuanced medical device for a difficult-to-impress audience, but it had to do so during remote presentations and in advance of physical samples being available to ship.

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Outcome

Version 1.0 of the VR sales tool gave the AXIS team an exciting and effective way of building awareness, attracting investment and generating excitement, while the physical product was still in development. The compelling format of the medium helped to secure unfettered access to difficult-to-reach professionals with congested schedules: world-famous surgeons volunteered to participate in after-hours VR sessions from their homes.

Version 2.0, an evolution of the tool, was debuted by the AXIS team at the North American Spine Society Conference (NASS) in Chicago in 2019. It gave AXIS (at the time a newcomer to a highly competitive market) real presence on the showfloor. By the end of the first day, there was a waiting list for access to the VR experience, as top surgeons and healthcare trust executives literally queued up to have a go.

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During the various pandemic lockdowns, the VR tool enabled AXIS to maintain a through line with surgeons and investors.

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They were able to conduct new business activity at a crucial time in the company’s development, whilst the majority of their competitors had to pause or significantly scale back their sales and marketing activities.