AAOS OKU Publication Marketing
Campaign Drives Sales of “Cutting-edge” Surgical Books
Challenge: Every 3 years, the AAOS condenses the most critical issues and developments shaping orthopaedic medicine into one resource: Orthopaedic Knowledge Update (OKU). For the launch of the OKU 4 book series, AAOS wanted a dramatic design for the campaign to call attention to these resources on the latest surgical techniques.
Solution: Swimmer utilized dramatic black backgrounds and x-ray images for the campaign targeted to orthopaedic surgeons. For the campaign targeted also to pediatricians, we chose a softer, warmer look for this audience. The campaign to drive awareness and sales for the series included email, six-panel self-mailers and print ads for industry publications.
Results: This campaign became the template for future OKU promotional campaigns spanning 3+ years for the series.