Revolutionizing Spinal Implant Technology: A Case Study on Paradigm Spine's Coflex
Technology Category
- Platform as a Service (PaaS) - Device Management Platforms
- Wearables - Implants
Applicable Industries
- Buildings
- Cement
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Building Automation & Control
- Remote Surgery
About The Customer
Paradigm Spine, LLC is a company committed to improving the quality of life of patients with spinal diseases. Formed in 2005, the company aims to be a leader in the field of non-fusion spinal implant technology. Their mission is to provide products that are surgeon-centric, indication-specific, and data-driven. Paradigm Spine is now an innovative leader in the global spine market and believes there is a significant opportunity to improve treatment options for patients suffering from lumbar spinal stenosis and age-related spinal deformities. Their product, the coflex Interlaminar Stabilization device, is a single-piece titanium implant designed to treat moderate to severe spinal stenosis without having to fuse the patient's bones together.
The Challenge
Paradigm Spine, a leader in non-fusion spinal implant technology, was preparing to launch a new product, the Coflex Interlaminar Stabilization device. This innovative product was designed to improve the quality of life for patients suffering from lumbar spinal stenosis and age-related spinal deformities. However, the company faced a significant challenge in marketing the product effectively. The Marketing Director, Lori, was tasked with finding a design company to create a new marketing site for the product launch. The challenge was compounded by a tight timeline and limited oversight, as Lori was also busy preparing for the press release and product tours. The company needed a solution that would not only create an effective marketing site but also provide a user-friendly platform for potential patients and surgeons to learn about the product.
The Solution
Clarity, a design company with whom Lori had previously worked, was chosen to design and build the new marketing site. Given the Paradigm Spine team's previous experience with WordPress, this platform was chosen for the CMS. The design process began with the creation of a Surgeon Locator and a custom mobile responsive template. Custom animations were built to allow navigation through different product pages without leaving the content area. The design was kept simple and clean, with large fonts and clear pictures to cater to the older demographic of Paradigm's visitors. The navigation was reduced to a single level, with only the necessary pages for SEO setup and configuration, to drive traffic and be competitive within their product's market targets. The site also included a wizard-like questionnaire for visitors to determine if they were a candidate for the product, and provided an animated, user-friendly experience to learn more about the device.
Operational Impact
Quantitative Benefit
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