DonJoy was looking to gain market share within the “off-the-shelf” brace category. With insurance companies cutting out higher priced custom braces, DonJoy was seeing slumping sales in their custom braces. Most doctors view functional braces as commodities, and feel that a brace is a brace. Most of the competitors’ marketing is positioned around features and benefits and is very product focused. Our strategy was centered on top action sports athletes that will only wear DonJoy after putting their braces to the test in the toughest environments.
Key aspects of our work included defining market opportunities, developing a premium positioning within the highly competitive off-the-shelf category, and putting an integrated marketing strategy to action that created product demand.
The Full Force brace became the fasting selling brace to reach $2M in DonJoy’s history. Today, the FullForce brace is DonJoy’s #3 selling brace in its entire line, including custom braces.
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