How to Design a Product Promotion that Rocks Sales


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Ethicon Endo-Surgery (EES), a division of Johnson & Johnson, asked Vortex to help them increase requests for hospital trials of an innovative (and premium-priced) bladeless trocar – a device used in laparoscopic surgery.

Knowing surgeons as well as we do, the challenge was not to simply show and tell these hard-to-impress prospects about this device – we had to get them to interact with the device to appreciate the product advantages.

Innovative Structural Idea Breaks Through Product Promotion Clutter

The Vortex solution? Create a promotional package that was more irresistible showcase, than mere shipping container. Our packaging design helped encourage interaction, simulating the effects of retention force, smooth, one-handed instrument exchange, and most importantly, reinforcing the fact that no fascial closure is required with this device. The results for our client? A proven tool in the growth and defense of their share of a $500 million market. The promotion’s production run was tripled due to demand in the field.