Challenge
ConMed faced the challenge of raising awareness about the dangers of surgical smoke in operating rooms across the nation while establishing itself as the leading partner in smoke evacuation solutions. Surgical smoke, a byproduct of surgical procedures, contains potentially hazardous substances that pose significant health risks to operating room personnel.
Solution
We decided to ground all activations in a singular campaign idea — focusing campaign messaging and imagery on nurses (hospital champions) while creating an advocacy program for safer operating conditions. With this approach, we were able to drive awareness from within, and generate significant support.
Increased awareness
Healthcare professionals became more informed about the hazards of surgical smoke and long-term health effects.
Improved safety measures
Hospitals implemented smoke evacuation systems and adopted protocols for managing surgical smoke.
Positioned ConMed as a leader
ConMed established itself as an expert in surgical smoke management with 32 years of expertise.
Increased product sales
There was a 19% increase in ConMed’s smoke evacuation product sales in surgical centers.
