With plans to communicate better the uniqueness of their product, Xiros Ltd asked DNA to carry out research interviews with a number of the UK’s leading implant surgeons. Attending a two day medical conference run by Xiros at Smith & Nephew research centre, DNA observed and questioned 30 surgeons, to gain insights into their use of Xiros product, both existing and prospective users.

Donning surgical gowns to carry out research may be unconventional, however this enabled DNA to capture insights into the product, the market and the experts that would otherwise simply be missed.

DNA got first hand insight into how an implant is actually placed in a shoulder or knee. Along with great discussions with surgeons about why they would choose a Xiros device over a competitor product. Built framework for marketing communications.