EXOGEN — an ultrasound bone healing system — had made its name in the industry as the safe, go-to treatment for delayed and non-union fractures — when a bone was not mending properly or was slow to heal. Although a market leader, the company needed to grow unit sales to capture more market share. Capstrat saw an opportunity for orthopedic surgeons and doctors of podiatric medicine who currently use the device to use it more frequently. Our objective was to educate physicians about the benefits of using EXOGEN at the onset of a fracture, thus moving the product higher in the treatment protocol — from last resort to first resort — as a way to potentially help the patient avoid surgery later, save money and get them back to their daily routine faster. We repositioned the product and launched with new messaging targeted to physicians.