Challenge
In early 2019, the FDA convened a hearing on breast implant safety and emphasized that participation in the National Breast Implant Registry (NBIR) is needed more than ever. The Plastic Surgery Foundation has developed the NBIR in collaboration with the FDA and breast implant device manufacturers to strengthen the post-marketing surveillance infrastructure for current and future breast implant devices in the United States.
Solution
Zeller was asked to establish new branding for NBIR and devlop a comprehensive marketing plan. According to the client, less than 300 sites had completed registration, and of those sites, only a little over 100 were entering data into the registry. We developed the theme “it matters,” featuring photos of surgeons who support NBIR. The ultimate goal is to be direct with how NBIR can benefit the specialty. This message has been implemented across email, print, booth graphics and more.
Zeller met the campaign objectives by generating massive awareness through strong brand development. Registration numbers continue to rise and data entry goals are being met.