DJO looked to ParkerWhite, their go-to agency for product launches, for a medical device product launch strategy and execution. They needed to gain market share within the competitive “off-the-shelf” brace category and defend against new competitors and new technology. They wanted to find a way to break away from product commoditization to develop a premium positioning in the market.
The FullForce campaign was created to make an emotional connection with consumers and give them a reason to buy beyond product features and benefits. A rich background story highlighting the amazing professional athletes who only wear DJO braces added a human element to an otherwise purely functional product. This fostered brand affinity and inspired people to choose DJO to help them return to the physical activities they love.
DJO exceeded their yearly FullForce brace sales projection goal by $1.5M. The DJO FullForce brace was the fastest selling brace to reach $2M in the company’s history. Today, the FulllForce brace is the #3 selling brace in the entire line, including custom braces.