20 Years of XLIF campaign
Company
NuVasive
Year
2023
20 years ago, NuVasive set out to improve patient care and make less-invasive spine surgery more reproducible with the XLIF procedure.
With ~300,000 procedures performed, 200+ dedicated educational courses hosted, 500+ peer-reviewed publications, and 60+ products launched, XLIF has guided procedural innovation at NuVasive.
To highlight the milestone for the XLIF procedure, we ran a global year-long campaign across events, social media, and ad placements. At the beginning of the campaign, we set out to:
Increase adoption of our procedural portfolios by demonstrating leadership and establishing trust with healthcare professionals.
Retain and highlight XLIF partners and surgeons.
Create excitement and instill pride in our employees through our XLIF legacy.
Instill confidence with patients in the XLIF procedure and surgeons.
The campaign was centered around five value propositions to demonstrate the true benefits of the XLIF procedure.
For the campaign elements, we leaned into our NuVasive purple and leveraged patent drawings of iconic XLIF products for static applications. In video, we tailored content to each value propositions and utilized variations of text motion graphics to consistently end each video.
Throughout the year, we highlighted XLIF at internal and external events, shared surgeon video testimonials on social, and truly made XLIF a marketing focus for the 2023 calendar year.
Social takeover
We launched the 20 years of XLIF campaign with a social media takeover February 2023. Watch the video series on LinkedIn.
