DJO Incorporated - DonJoy

The Company
DJO Incorporated is a global provider of solutions for musculoskeletal and vascular health, specializing in rehabilitation and regeneration products for the non-operative orthopedic, spine and vascular markets.

The Task
The Bone Regeneration Group, a division within DonJoy, specifically produces products that consist of bone growth stimulation devices used to treat nonunion fractures and as adjunct therapy after spinal fusion surgery. Addison Whitney was enlisted to create a unified positioning and messaging strategy for the regeneration products relative to the competition as well as market demands.

The Addison Whitney Solution

Research & Analysis
Addison Whitney conducted primary market research with orthopedists and podiatrists to measure their perceptions of the DonJoy brand, regeneration product brands (OL1000 and SpinaLogic) and key competitive brands.

Brand Strategy
In a brand positioning strategy workshop, the Addison Whitney team presented several positioning options supported by the research results. The positioning concept of "A Better Experience in Bone Regeneration" was determined to be the most appropriate long term brand strategy for the product line.

Supporting messages were then developed for the Bone Regeneration Group to communicate the differentiating factors. Knowledgeable and dedicated sales team, ease of ordering, a strong focus on customer service and patient compliance were all key components to the renewed messaging strategy.

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