inferno

NuVasive

How do you position an innovation so revolutionary it defies everything your target market believes about surgery? NuVasive looked to inferno to create market access for an approach to spine surgery that no one expected, for an audience that thought it had already heard it all. Today, thousands of patients are living better lives, and NuVasive’s competitors are struggling to catch up.

Positioning Against Preconceptions
Early attempts at minimally invasive spine surgery (MIS) introduced as many compromises for surgeons as they did benefits for patients. As a result, the majority of the market – including many early adopters – had grown reluctant to modify their conventional procedures. NuVasive’s breakthrough platform effectively bridged this obstacle. It equipped the surgeon with an alternative that was both safe and reproducible – while truly delivering on the promises of a less disruptive surgery with faster recovery for the patient. To appropriately harness the benefits of NuVasive’s novel approach while differentiating it from early attempts of MIS, inferno turned “minimally invasive” assumptions on their head – branding NuVasive’s platform "Maximum Access Surgery" or MAS.

Building An Industry Leader
Maximum Access Surgery gained immediate traction with surgeons and significant attention for its patient benefits – establishing NuVasive as one of spine surgery’s major innovators. Since then, inferno has continued to work with NuVasive through thousands of projects and scores of product launches, building the brand for all audiences – surgeons, hospitals, patients, and the sales force.