Changing the Conversation on Debilitating Knee Pain
MISHA™ Knee System
Client
Moximed
Services
Advertising & Conceptual Development
Creative Production
The Challenge
Position the MISHA™ knee system as the revolutionary and only effective option for treating patients who are beyond being helped by conservative therapies for knee osteoarthritis (OA).
Strategic Decision
The A-Ha Moment
“Now with MISHA, I can give hope to my patients.”
The Creative
In the world of osteoarthritis treatment, physicians historically present patients with two choices: inefficient non-surgical options or total knee replacement. Moximed introduces a groundbreaking, highly-effective third option — an implantable shock absorber. Our concept aims to empower physicians to opt for MISHA and understand that: “It’s Your Move.”
During our design exploration for Moximed, our goal was to grab physicians’ attention by surprising them with unexpected visuals. We achieved this by featuring dynamic and active patients within bold text, highlighting the solution for knee pain.
We centered our campaign around the message that Moximed is “the implantable shock absorber for when other options have failed.” This message drove our animated banners and website design, reinforcing our main theme: Move to MISHA.
“Mortar did an amazing job pulling key insights from our clinician and patient research. The team then translated those findings into a creative strategy and compelling marketing platform for our product launch. I’ve always been impressed with the creative and impactful work produced by Mortar, and they came through once again.”
—Keith Fong, VP Marketing and Business Development
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