Reviewing options in osteoarthritis intervention
DePuy Synthes is a world leader in the provision of orthopaedic products which restore function and relieve pain for patients with serious joint conditions. With the incidence of osteoarthritis increasing, DePuy Synthes was seeking to strengthen its position in a specific segment of the market. As part of this initiative, DePuy Synthes asked Innovia to undertake a creative review of potential options.
After reviewing the scientific literature and establishing a creative structure, we identified three main areas which were rich for innovation. We assessed the many factors involved in the evolution of the disease state and created a unique model of osteoarthritis which could then be used to analyse the outcome of potential intervention strategies.
The outcome of this assignment was a set of detailed concepts, prioritised according to their relative attractiveness and fit to DePuy Synthes's business. DePuy Synthes is using the work to inform its current thinking in this area.