Challenge
Zimmer Biomet, a global leader in the medical device industry, set their sights on the 2024 American Association of Hip and Knee Surgeons' Annual Meeting (AAHKS) as the perfect platform to announce the launch of the innovative Z1™ Femoral Hip System. This prominent event, dedicated to advancements in hip and knee surgery, provided an opportunity for Zimmer Biomet to engage directly with healthcare professionals specializing in these fields. Zimmer Biomet faced a dual challenge: creating a space that delivered a standout Z1 product launch while also serving as an educational hub for surgeons to learn about their full portfolio of hip and knee solutions. The space needed to spotlight Z1 and showcase Zimmer Biomet’s advanced hip and knee innovations in an engaging way.
Approach
Zimmer Biomet partnered with Hamilton to design an experience that seamlessly combined innovation and education. To ensure the Z1 product launch took center stage, the exhibit was designed with a clean, minimalistic aesthetic. This allowed all eyes to naturally gravitate toward Z1, prominently featured on a billboard-like back wall and LED video cubes placed at the front of the exhibit. The video showcased not only Z1 but also Zimmer Biomet’s comprehensive hip and knee portfolio. Five counters were integrated throughout the space as touchpoints, offering healthcare professionals the opportunity to explore Zimmer Biomet’s diverse range of solutions.
Results
Zimmer Biomet’s engaging exhibit drew significant interest at AAHKS 2024, and the Z1 Femoral Hip System served as the principal draw for healthcare professionals entering the space. Hamilton’s strategic design ensured that Z1 was visible from every angle, successfully capturing the attention of both current Zimmer Biomet users and new prospects. The experience engaged surgeons by providing detailed insights into the innovative Z1 system and Zimmer Biomet’s extensive offerings in hip and knee solutions. The exhibit successfully launched the Z1 Femoral Hip System with impact while also strengthening Zimmer Biomet’s position as a leader in medical innovation and education.
