Background:
EBI invented the “bone healing” business
25 years ago, with the introduction of their
first EBI Bone Healing System: pulsing electromagnetic waves delivered through
a coil worn over the site of a “nonunion”
fracture. Competitive latecomers to the
field were promoting significantly less
treating time (at the risk of compromised outcomes).
Challenge:
EBI needed an empirical message to show
that compromised treatment could negatively affect patient outcomes.
Solution:
The “sliver” of an antibiotic tablet quickly and graphically conveyed to orthopedic surgeons
the analogy of inappropriate dosage…
something they would never prescribe!
