Fibergraft Bone Morsel Upsized Replica

ARE THE FEATURES OF YOUR PRODUCT TOO SMALL TO SEE?

The Challenge:

How can you engage orthopedic surgeons in a meaningful discussion about the efficacy of your bioactive glass when the details are microscopic?  And could we create a medical device upsized replica? This was the challenge posed to Pulse MDM by a marketing executive at Depuy Synthes.

 

Model Definition:

Our two teams explored what is the best way to generate interest if your product looks like a vial filled with white poppy seeds? How do you make the differentiators come alive to the surgeon when the features are not visible to the naked eye?

 

Model Design:

An upsized replica of the bioactive glass fibers would help doctors visualize the method of action. But we all wanted to eliminate any possible confusion as to the actual size of the product.

 

Model Development:

To help Depuy Synthes show physicians the attributes of their product, we planned a greatly upsized replica to show the intricacies of the microscopic details without a microscope. We tested many materials to arrive at the one that would look true-to-life while also making the key details visually apparent. Pulse MDM started the project using client-supplied magnified images of the fiberglass morsel. Our digital sculptor interpreted the image and designed a upsize replica that shows the details. Included are the cavities that provide direct bone cell connectivity. Also, the increased surface area provided by the fibers that optimize resorption rates.

 

Model Production:

Creating a complex geometry is easy for an expert using a digital sculpting platform but recreating it as a model presented unique manufacturing challenges. Pulse MDM used 3D printed parts to produce the upsized replica in order to achieve the undercuts in the shape that preclude them from traditional casting processes. The physical & visual depth provided in the morsel fibers helps the surgeon understand the benefits of this new product. To help with the sense of real-life scale we crafted a kit that includes both the upsized morsel replica alongside a glass vial with the life-sized morsels. Physicians can take the intellectual leap between the replica and the real product.

 

Model Solution:

100 kits including the upsized replica and the life-sized morsels were distributed to the sales organization. The kits were also available to their targeted physicians. The Depuy Synthes sales team now has a memorable and exciting way to show its next-generation synthetic bioactive bone graft material. The model provides a new reason for the salesperson to meet with their clients. Depuy Synthes is engaging surgeons in conversations about how their product provides direct cell connectivity, high surface area, and optimized resorption rates. Better than video or animation, the kits allow surgeons to handle the upsized version. Surgeons experience the ‘Ah-Ha’ moment choreographed with our marketing executive at Depuy Synthes specifically for their product and surgical procedure.

 

Although this custom model is not available for sale to the public, we are delighted to make you a version that is specific to your unique medical device and procedure. Please use this link to start the process of receiving a model concept; a visual representation of how you will be able to promote your product and procedure. Pulse MDM does not charge for model concepts or the conversations around them so there is no risk to see how we can help you to tell your story in the most engaging and memorable way possible.

Custom Fibergraft Bone Morsel

Bioactive Glass Procedure Overview:

Bioactive glass is a scaffolding material to promote new bone tissue growth. The glass morsel allows the formation of hydroxyapatite (HA) as a surface layer when exposed to body fluids. The HA layer that forms plays a significant role in forming a strong bond with natural bone.

Bioactive glass in regenerative orthopedics