Creative Brief: Orthotic

Solutions
Campaign for
Orthopedists and
Purchasing Director

I. Strategy
a. Purpose

This campaign has been created to raise awareness and knowledge of Orthotic solution’s
AAFO product for drop foot patients.

b. Objectives
Target 1: Orthopedists

THINK: Think about the good reviews that you would be getting from drop-foot patients
as a result of superior treatment results and prognosis that your patients would attain
when they use our adaptive controllable actuator-powered AAFO.
FEEL: Feel professional satisfaction and confidence that there is an AFO product that is
much more developed and with newer generation dynamic AAFO with which you can
efficiently treat drop foot patients more easily.
DO: Study and review clinical data and talk to an Orthotic Solutions representative.
Target 2: Purchasing Directors

THINK: Think about serving your clients with the professional excellence that our
product can attain for you with our advanced automated technology which is relatively
cheaper and cost-efficient.

FEEL: Confidence that there is a product that can deliver optimum treatment results at
low costs.
DO: Talk to the Orthopedists in your organization, review Orthotic Solution’s AAFO,
and talk to an Orthotic Solution representative.

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 c. Competition

The biggest competitor will be the hesitation that orthopedists will have in changing to a
new product that is automatic and powered by an actuator. They are used with the
previous generation products that had to be manually adjusted. But automated-powered
AAFO products will be very beneficial to older and other patients with physical
limitations.
The other two rival competitors are Arizona AFO and TurboMed Orthotics.

d. Audience

 Target Market 1: Orthopedists Key Opinion Leader in Orthopedics at the top 10 facilities.
Personally manages at least 75 drop-foot patients.

 Target Market 2: Purchasing director/manager at the top 10 facilities.

II. Creative
I. Key Issue or Fact
Approaches to Use Central Route to Persuasion. Push through Orthopedist and Purchasing
Director and Pull to consumers.

Challenges: The biggest obstacle is the Orthopedist’s unfamiliarity with the dynamic
AAFO. They have a lack of trust in this new AAFO and are doubtful of its efficiency and
usefulness.
Opportunities:
 Orthopedists are now more likely to prefer automated dynamic AAFO products
over analog technology in this digital modern era.
 Orthotic Solutions AAFO is covered under various health insurance schemes.

b. Key Promise or Benefit

Target Market #1: Get superior and optimum treatment results even from poor
prognosis cases with minimum patient effort.
Target Market #2: Purchase this device comparatively at a low cost that allows
Orthopedists to treat patients with better quality and cost-effectively.

c. Support

 Our product is one of a kind device that allows controlling the amount of motion
of an ankle and foot while keeping them in an optimal position.
 It can be used for reducing pain, preventing patients from falling, and helping
patients walk easily.
 Our product is up to the ISO standards for 10328 prosthetics.
 FDA approved.
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 d. Message Statements

 Target Market 1: Study and review clinical data on Orthotic Solution’s AAFO
here: https://www.mdpi.com/2076-3417/12/1/97/htm and talk to our sales
representative.

 Target Market 2: Talk to your Orthopedist and see the Medicare coverage
about Orthotics here: https://www.medicare.org/articles/does-medicare-
cover-orthotics/. Talk to an Orthotic Solutions sales representative about
reimbursements and about our different price ranges
.