Background:
Our client, a leader in spine fusion procedures, developed a truly innovative improvement to spine fixation surgery. The product, SpineLink, was neither a traditional “rod” system, nor a traditional “plate and screw” system — the only industry options up to that point.
Challenge:
Instead of forcing the spine to conform to
the construct, SpineLink was the first fixation system to actually conform to the spine! How should we handle the introduction of such a unique new device — a product that addressed many of the drawbacks of existing systems?
Solution:
What had been “missing” up until then was innovative instrumentation that allowed for
true, independent intrasegmental fixation of
the spine — one segment, or link, at a time.
This became the inspiration for the “missing
link”/ archaeological dig scenario.
