AorTech International plc, valve divisio
BACKGROUND
The AorTech Ultracor mechanical bioprosthesis is a world-leading replacement heart valve with an unsurpassed record of operational success. It offers exceptional durability and fitness for purpose. The valve is now being targeted at new markets including Asia. Moreover, cardiac surgeons and healthcare purchasers might still be unaware of the investment – of capital and dedication, of commitment and rigorous quality control – necessary to produce an artefact so successful as Ultracor. They might also not appreciate the ‘big picture’ of Ultracor’s success, nor recognize what outstanding value for money it represents
MISSION
AorTech commissioned Black Bear Productions to produce an information and marketing programme with aims including: –
-To set the scene by explaining mechanical valve production from raw materials to delivery.
-To illustrate how Ultracor accomplishes its objectives to the best advantage of patients, of surgeons and of the healthcare professions generally.
-To demonstrate the clinical and other advantages that Ultracor has over alternative mechanical valves.
-To inform potential users about the investment of time, care, dedication, and materials in Ultracor and the resultant value for money the product represents.
-To persuade surgeons to demand, and healthcare purchasers to buy, AorTech's products in preference to their competitors’.
EXECUTION
After a brief sequence in the operating theatre to introduce the key messages, our programme follows the process of valve manufacture from delivery of raw materials through machining, polishing, cleaning, mounting and application of the sewing ring to delivery of the completed valve. We then show implantation of the valve with commentary from a leading consultant cardiac surgeon. We used a documentary approach with carefully judged atmosphere and pace to produce a seven-minutetelevision programme successfully transmitting the required messages in a vivid and authoritative way. End-user copies of the programme are available on DVD in English and Mandarin Chinese.
OUTCOME
We accomplished this task ahead of schedule and under budget to an extremely enthusiastic reception from the client. John McKenna, Sales and Marketing Director of Vascutek’s valve division, said: ‘Providing clear, accurate and ethical information for heart surgeons is vital to our business. Cardiac surgery is an exacting subject and Black Bear Productions handle it with professionalism and sensitivity. We and Black Bear will continue to furnish this important service together.’
The AorTech Ultracor mechanical bioprosthesis is a world-leading replacement heart valve with an unsurpassed record of operational success. It offers exceptional durability and fitness for purpose. The valve is now being targeted at new markets including Asia. Moreover, cardiac surgeons and healthcare purchasers might still be unaware of the investment – of capital and dedication, of commitment and rigorous quality control – necessary to produce an artefact so successful as Ultracor. They might also not appreciate the ‘big picture’ of Ultracor’s success, nor recognize what outstanding value for money it represents
MISSION
AorTech commissioned Black Bear Productions to produce an information and marketing programme with aims including: –
-To set the scene by explaining mechanical valve production from raw materials to delivery.
-To illustrate how Ultracor accomplishes its objectives to the best advantage of patients, of surgeons and of the healthcare professions generally.
-To demonstrate the clinical and other advantages that Ultracor has over alternative mechanical valves.
-To inform potential users about the investment of time, care, dedication, and materials in Ultracor and the resultant value for money the product represents.
-To persuade surgeons to demand, and healthcare purchasers to buy, AorTech's products in preference to their competitors’.
EXECUTION
After a brief sequence in the operating theatre to introduce the key messages, our programme follows the process of valve manufacture from delivery of raw materials through machining, polishing, cleaning, mounting and application of the sewing ring to delivery of the completed valve. We then show implantation of the valve with commentary from a leading consultant cardiac surgeon. We used a documentary approach with carefully judged atmosphere and pace to produce a seven-minutetelevision programme successfully transmitting the required messages in a vivid and authoritative way. End-user copies of the programme are available on DVD in English and Mandarin Chinese.
OUTCOME
We accomplished this task ahead of schedule and under budget to an extremely enthusiastic reception from the client. John McKenna, Sales and Marketing Director of Vascutek’s valve division, said: ‘Providing clear, accurate and ethical information for heart surgeons is vital to our business. Cardiac surgery is an exacting subject and Black Bear Productions handle it with professionalism and sensitivity. We and Black Bear will continue to furnish this important service together.’
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