Stryker Simplex Brand Extension Launch

A line extension launch for the Stryker Simplex Bone Cement System brand was developed to introduce the new Simplex with Tobramycin antibiotic bone cement line. A full strategic launch including positioning message, new image and launch campaign vehicles were created in a very short period of time to establish Simplex as the first-to-market with pre-blended antibiotic orthopaedic bone cement. Additional communication pieces were identified and created to help educate the sales force & target the hospital administrator as a customer. Simplex is the market leader in orthopaedic bone cements.