Product Launch 

Cook Medical

Cook Medical
Zenith AAA Endovascular Graft
Bloomington, IN

“ Cook was introducing the Zenith AAA Graft into Japanese medical community at the time and ORLive provided us with the perfect solution for reaching that community efficiently.”
- Ray Leonard, Senior Global Product Manager, Cook Medical

CHALLENGE
Find an affordable way to build buzz in Japan for Cook’s newest medical device by conducting an exciting international product launch.

When Cook Medical’s newest product, the Zenith AAA Endovascular Graft, was approved as the only device of its type for endovascular repair of abdominal aortic aneurysms in Japan, the company wanted to generate interest in the Japanese surgical community quickly and cost-effectively.
Japan is one of the largest and fastest-growing surgical markets in the world. Cook recognized a huge opportunity and wanted to make sure the device was introduced in a way that reached out directly to Japanese physicians.

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SOLUTION
Produce a live webcast from a heart conference specifically geared towards Japanese surgeons. The webcast shows the device in action and was heavily promoted overseas.

Cook and ORLive capitalized on the reputation of VEITHsymposium™, a well-respected international conference on vascular and endovascular issues held in New York City. The live broadcast was timed to air at 8:00 am in Tokyo.
The panel discussion featured footage of a surgery using the Zenith Graft and featured Dr. Roy K. Greenberg, Director of the Endovascular research Department of Vascular Surgery at the Cleveland Clinic. Culturally, the ORLive webcast appealed to its foreign audience by including panelists from well-respected institutions like Jikei University Hospital and Tokyo Medical University, by broadcasting the show in their native tongue, and by developing English and Japanese versions of the broadcast channel and supporting materials.

ROI REPORT
Total Live Audience

225

Total Live Viewership

2,718

Total Viewership

3,388

Average View Time

11 minutes

BENEFIT
By capitalizing on the conference and producing the broadcast entirely in Japanese, Cook Medical was able to attract a significant Japanese audience.

The webcast gathered significant traction in its target market. Cook was able to save money on travel and infrastructure costs that are often associated with a broadcast of this caliber by conducting the webcast as part of the conference and taking advantage of the centralized surgical talent. The show enabled them to reach a small, but highly targeted, audience of surgical thought leaders in Japan who were eager to learn about this new cutting-edge procedure.

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“ The mix of Japanese and American surgeons on the panel, the bi-lingual feeds and our presence on the Japanese internet were handled seamlessly and efficiently. The show was a huge success for us.”
- Ray Leonard, Senior Global Product Manager, Cook Medical