Biorez, is a pioneering company in the field of tissue engineering. In 2021, they received FDA clearance for proprietary BioBrace Implant Technology, a device intended to reinforce soft tissue where weakness exists and promote soft tissue healing.
Like many companies launching cutting edge technology, Biorez was faced with the challenge of clearly communicating the science in a way that would excite the medical community to adopt the new device and attract potential investors to support future advancements. After hiring XVIVO, Biorez was able to launch a successful marketing campaign that led to quick adoption, esteemed awards and an eventual sale to CONMED for $85 million in cash and another $165 million in growth-based earn-outs.
Client Challenge: Adoption, Investor Interest, and Budget Constraints
Biorez had several obstacles to overcome during their early stage:
Adoption: Surgeons needed to be convinced that the new technology would provide better outcomes for their patients and would be easy to adopt. They demanded a high degree of precision and professionalism in their educational materials. Any inaccuracies would erode trust and hinder the roll-out of the product. Biorez needed a partner they could trust to produce high quality videos with precision and accuracy.
Investor Interest: As a pioneering company, Biorez continuously seeks funding to advance new and innovative science. Investors require evidence of success and an understanding of the scientific value they are investing in. Biorez, therefore, needed a partner with a track record of success in this area.
Budget Constraints: As a growing company, Biorez had limited resources to allocate to marketing and education. They needed a proven solution that could effectively educate their audience about their groundbreaking technology and confidently know they were not wasting precious capital.
Solution: Advance the Message with a Precise and Impactful Educational Video
Biorez hired XVIVO to create a 3D animation that specifically targeted their audience. The video had two primary goals:
Educate Surgeons: The video needed to provide an expeditious yet thorough education to surgeons, enabling them to quickly prepare for upcoming procedures with confidence. It had to be concise, clear, and structured to ensure a quick understanding of the Biorez technology.
Educate Investors: Biorez also knew they would be sharing the video across social media and directly with their investors. The video needed to be easily shareable, comprehensive in its content, and professionally present the value of their science in a simple way.
Results: Trust, Adoption, and Company Advancement
Biorez’s decision to invest in this educational video and partner with XVIVO yielded significant results:
Trust and Adoption: Surgeons rapidly developed trust in Biorez’s technology as measured by their sales and interest from outside investors.
Record Sale: Biorez utilized the video as a powerful marketing tool, attracting strategic partners, investors, and ultimately achieving a sale of the company to CONMED for $85 million in cash and another $165 million in growth-based earn-outs.
ROI: The return on the investment in the production of the video was immeasurable.
Conclusion: From Budget Constraints to Record Success
Biorez’s journey from initial launch to acquisition by a major player in the space demonstrates the power of our services. The professionalism of the animation not only raised awareness and advanced their company’s sale, but it also solidified trust within the medical and investment communities. With an engaging marketing strategy that included powerful animation, Biorez established themselves as leaders in tissue engineering and continue as a thriving company within the CONMED family of companies today.