Integra’s Cusa Excel
It All Comes Together For Integra
Reality testing: Integra’s CUSA Excel+ Ultrasonic Ablation System is a go-to for many neurosurgeons in many situations but serious fibrous tumors were not one of them. They struggle to optimize removal with ultrasonic aspirators and tend to revert to suction and cautery, which increases procedure time and patient risk. Market research showed that neurosurgeons felt a lack of control and defeat that often interfered with the overall success of their procedures. Thus, Integra LifeSciences needed to elevate the system’s unique power story to include fibrous tumors. Integra was also facing another challenge… That of expanding neurosurgeon’s familiarity beyond individual components to an appreciation of the the CUSA Excel+ as an integrated, holistic system.
Inventing the reality: Armed with insights about the removal of fibrous tumors, REALITYRx came up with a unique, attention-getting concept with strong, visceral appeal. Additionally, better understanding the reasons why neurosurgeons hadn’t fully appreciated the CUSA Excel+ power benefits, we developed a strategic story based on four pillars of strength. This story was articulated through a dynamic, smartly-designed sales app.
Envisioning a new reality: The concept depicts an aggressive, bear-like creature symbolizing the fibrous tumor, rising out of the brain as the surgeon, with CUSA in hand, prepares to vanquish it.
The app branded and introduced the C4 interlocking advantage, CUSA’s four synergistic technologies that maximize surgical performance. With striking branding and clearly defined messaging the C4 Technology app articulates the inner workings of the CUSA Excel+ into highly interactive tool that enables the Integra Sales Force easily between the four surgical pillars, highlighting each segment’s advantage with interactive data and surgical videos while always bringing the story back to the integrated synergy that results in the ultimate ultra sonic surgical performance.
CUSA Excel+ Brochure
This high-impact brochure captured the unique benefits of the system for neurosurgeons in addressing a difficult clinical challenge
CUSA Advantage Sales App
A dynamic physician App defines and brands the inner power of the CUSA Excel+ Ultrasonic Ablation System as “C4 Technology” aiding the Integra Sales Force
CUSA C4 Technology Icons
Define the CUSA C4 technological advantage creating clear concise branding and messaging
CUSA Excel+ C4 Technology Video
High-tech 3D 60 second commercial dramatically introduces the CUSA Excel+ C4 Technology
It All Comes Together For Integra
Reality testing: Integra’s CUSA Excel+ Ultrasonic Ablation System is a go-to for many neurosurgeons in many situations but serious fibrous tumors were not one of them. They struggle to optimize removal with ultrasonic aspirators and tend to revert to suction and cautery, which increases procedure time and patient risk. Market research showed that neurosurgeons felt a lack of control and defeat that often interfered with the overall success of their procedures. Thus, Integra LifeSciences needed to elevate the system’s unique power story to include fibrous tumors. Integra was also facing another challenge… That of expanding neurosurgeon’s familiarity beyond individual components to an appreciation of the the CUSA Excel+ as an integrated, holistic system.
Inventing the reality: Armed with insights about the removal of fibrous tumors, REALITYRx came up with a unique, attention-getting concept with strong, visceral appeal. Additionally, better understanding the reasons why neurosurgeons hadn’t fully appreciated the CUSA Excel+ power benefits, we developed a strategic story based on four pillars of strength. This story was articulated through a dynamic, smartly-designed sales app.
Envisioning a new reality: The concept depicts an aggressive, bear-like creature symbolizing the fibrous tumor, rising out of the brain as the surgeon, with CUSA in hand, prepares to vanquish it.
The app branded and introduced the C4 interlocking advantage, CUSA’s four synergistic technologies that maximize surgical performance. With striking branding and clearly defined messaging the C4 Technology app articulates the inner workings of the CUSA Excel+ into highly interactive tool that enables the Integra Sales Force easily between the four surgical pillars, highlighting each segment’s advantage with interactive data and surgical videos while always bringing the story back to the integrated synergy that results in the ultimate ultra sonic surgical performance.
CUSA Excel+ Brochure
This high-impact brochure captured the unique benefits of the system for neurosurgeons in addressing a difficult clinical challenge
CUSA Advantage Sales App
A dynamic physician App defines and brands the inner power of the CUSA Excel+ Ultrasonic Ablation System as “C4 Technology” aiding the Integra Sales Force
CUSA C4 Technology Icons
Define the CUSA C4 technological advantage creating clear concise branding and messaging
CUSA Excel+ C4 Technology Video
High-tech 3D 60 second commercial dramatically introduces the CUSA Excel+ C4 Technology
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