Hip Innovation Technology
Building Clinical Awareness for a New Approach to Hip Replacement
JFK at Work.
Hip Innovation Technology (HIT) is developing the Reverse Hip Replacement System, an investigational orthopedic device designed to address important challenges associated with conventional total hip arthroplasty, including joint instability and dislocation.
As HIT advanced its technology through clinical development, the company needed to build awareness among orthopedic surgeons, healthcare professionals, and other stakeholders while establishing its credibility within the orthopedic community.
JFK Communications was engaged to develop and execute a strategic communications program supporting HIT’s corporate visibility, clinical development milestones, and industry engagement.
The challenge
Introducing a new orthopedic implant concept requires more than explaining its technology. HIT needed to communicate the clinical rationale for its investigational device, build recognition among orthopedic specialists, and establish a credible presence in a field dominated by established medical device manufacturers.
At the same time, communications needed to respect the regulatory limitations associated with an investigational device undergoing clinical evaluation.
The approach
JFK developed a communications program prioritizing orthopedic surgeons and allied healthcare professionals, followed by broader medical audiences and members of the public affected by hip-related conditions.
The agency established and developed LinkedIn presences for both HIT and its CEO, creating channels for corporate news, clinical development updates, executive perspectives, and engagement with the orthopedic community.
JFK also developed and executed communications supporting milestones in HIT’s FDA-authorized Investigational Device Exemption (IDE) clinical study, helping communicate progress to relevant professional and industry audiences.
Additional activities included support for scientific and trade publications, orthopedic industry conferences, and trade shows, creating opportunities to elevate awareness of HIT’s technology and its ongoing clinical investigation.
The results
JFK helped HIT establish a stronger communications presence within the orthopedic device community, connecting its clinical development story with the audiences most important to its future.
The program created new channels for engaging orthopedic professionals, communicating IDE study milestones, and supporting industry visibility through scientific publications and conferences.
Together, these activities helped HIT build recognition and credibility as an emerging orthopedic innovator while maintaining appropriate communications boundaries for an investigational medical device.
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