dj Orthopedics

In 1987, Smith & Nephew plc, an orthopedics industry giant, purchased DonJoy, the leading knee brace manufacturer in the country. In conjunction with the acquisition, the parent company charged Formula, DonJoy's current agency of record, with developing a strategic public relations program aimed at re-branding DonJoy so it would be perceived as a comprehensive orthopedics company offering a much broader array of products extending beyond knee braces.

Challenges:

• Work with branding/ad agency to create new brand identity and name that leverages DonJoy's stellar reputation in the rigid brace category while moving toward greater diversification afforded by Smith & Nephew's mass resources
• Gain internal support for the move from DonJoy, a much-loved brand among long-term employees
• Raise awareness and positive exposure for the new brand among influential external audiences including distributors, national sales force and prescribing orthopedists; trade industry professionals and media; analysts and the investment community; and the San Diego community

Strategy:

• Organize an "Open House" celebration at the corporate headquarters in San Diego to unveil the new brand identity and create excitement for the new brand – dj Orthopedics, splitting the event into two intertwined parts: one aimed at employees, the other at external audiences
• Develop a comprehensive PR program built around the newly created brand identity, and package all associated communications materials (including brand position, messaging statements, press kit contents, etc.) in a themed dj Orthopedics "First Aid Kit"
• Based upon the company's aggressive growth plans, publicize any forthcoming acquisitions of other orthopedic companies to illustrate how the brand was expanding into new, diverse areas

Results:

• Formula's two-pronged "Open House" event featured: a reveal of the new brand identity by unveiling covered building signage, a time capsule burial ceremony, and even "the world's largest brace" – a 15 ft. tall brace attached to the "leg" of a pedestrian bridge that served as a community icon for months to come
• For employees, the party included a carnival-like atmosphere of fun and games bookended by a pancake breakfast and lunch time BBQ with the president, which allowed early and late shifts to learn about all the changes ahead directly from the president in a sociable setting
• For VIPs (customers, local and trade media, investors, etc.), dj Orthopedics offered walking tours of the newly refurbished facility guided by on-message marketing executives. These tours strengthened relationships, communicated future promise of the company's expanded offering, and yielded media coverage in local business press including the San Diego Union-Tribune, North County Times and KUSI-TV as well as national trade media such as Biomechanics
• We utilized dj Orthopedics' attendance at the AAOS trade show later the same month as a vehicle for unveiling the new brand identity and corporate focus to industry influencers that couldn't make it to the "Open House" event. In addition to providing constituents, customers, media and analysts with a complete dj Orthopedics "First Aid Kit," we scheduled one-on-one briefings for the VP of Marketing in the newly branded exhibitor booth. These interviews yielded positive media coverage in such influential trade outlets as Orthopedics Today and Orthopedics Technology Review
• As dj Orthopedics began to acquire other orthopedics companies and expand into additional areas such as surgical products, this allowed us to outreach to an even broader audience of orthopedics industry media and analysts, enabling us to raise the company's profile and establish greater brand equity
• Upon conclusion of the campaign, Formula compiled all of the positive press generated into display cases and "brag books" placed in dj Orthopedics' waiting rooms and employee lunch rooms, enabling all to appreciate the brand's exciting transition

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