STRYKER
An Interactive Conversation on Hip Pain
Stryker is the worldwide market leader in Total Hip Replacement products. The company has achieved this position through innovation and by meeting requirements for hip arthroplasty products that help restore patients to normal daily activities, however they wanted to develop a stronger brand awareness with potential patients.
As Stryker’s Agency, Euro RSCG, recommended to Stryker an online tool that would assist people by providing information about the hip pain they’re
experiencing, their options, and the contact information for their Stryker surgeon. Cheryl was called upon to work with the Euro team to develop
concepts, and present to Stryker the options. The presentation included three different directions, one of which was an Interactive Conversation (IC), which Stryker immediately chose for development, distribution online, and in kiosks at Stryker surgeon offices.
Cheryl facilitated collaborative sessions with the Euro Team to determine the exact functions of the IC and developed the questions, their order, and the decision tree used for its development. The final IC–with animation and voice over–asks the user a series of questions in a conversational manner. As the user responds the voice immediately provides relevant information based on that response with another question or additional information about their pain, the process, or the products.
The IC includes imagery, video, and animated diagrams. It stores the users’ responses, and at the conclusion of the conversation a pdf is generated with information the user may bring to their surgeon containing their condition– age, height, weight, BMI (body mass index)–and their activity and pain level.
