Creating a compelling emotional connection with surgeons

Client: MezLight

Situation: Surgeons wear headlights when doing surgery. This often reuires them to hold still in sometimes awkward positions for hours at a time. Relaxing or stretching their neck means losing focus on a critical point. 80% of surgeons experience significant neck or back pain during surgery. Half believe wearing headlights contribute to c-spine disorders. MezLIght was invented by a surgeon to solve this problem. We helped position and launch Mezlight to a very technical, sometimes skeptical market.

We created a portrait of the surgeon as a lifesaver, indespensible, heroic – that was empathetic to injury caused by wearing headlights and offering a better solution.

Connector: Liberate the surgeon

Creating an emotional appeal with surgeons