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    Rebranding a bone-healing polymer for use in sugery for improved patient outcomes.
    Published:
The hand of the surgeon becomes iconic.
Ostene rebranded: positioning / website / online video / sales materials / trade show
Ostene is a synthetic polymer that helps stop bones bleeding – particularly important in heart surgery. Not only does it dissolve without trace but it carries far less risk of infection than the conventional treatment in use since the Civil War, bone wax.

Florence Buchanan, Karen McIntyre and the brand team found a key insight: doctors only used Ostene for their high risk patients. If they simply used Ostene more often, sales goals could be met. Hence the positioning:
Ceremed trademarked the word 'biodissolvable' to distinguish Ostene from bone wax, and defined the Ostene Advantage so doctors could clearly understand the improvement in patient outcomes.

FnK re-did the website, printed pieces, the trade show booth, a style guide and even the teddy bear tags (apparently surgeons at trade shows love them.) They also created a
branded video for the web and trade shows – introducing the unique Ostene molecules. 
 
In 2011 Ceremed sold Ostene to Baxter International – it was more valuable now as a brand not just a product.

Animation: The Wilderness NY