In order to build a loyalty that would spill over to other brands within the company, a hernia franchise was created that consisted of four product pillars organized by usage: mesh, biologics, fixation, and access. The franchise concept portrayed surgeons’ interaction with the new franchise to be beyond just the point of surgery, “Prepare. Repair. Recover.”

This new and unique franchise branding was developed to coincide with existing corporate branding and was used by multiple agencies rolled out across all aspects of communication.