Low-intensity pulsed ultrasound bone healing system from Smith & Nephew

EXOGEN is a safe, effective & painless treatment that speeds up the natural bone healing process.

We have been developing sales & marketing materials for EXOGEN since 2008, covering a wide range of applications in both the UK and international markets.


The challenge

To raise the awareness of EXOGEN amongst the general public and medical professionals, with the main focus on long-term problem breaks, known as 'non-unions', whilst also communicating the benefits of use with recently broken bones.

The approach

To harness the power of the web and social media, empathising with the patient and positioning EXOGEN as 'owning' the bone care sector.

Web design & online marketing

EXOGEN is available in many markets worldwide. Our task involved the creation of an international website system showcasing patient stories, hints & tips and news items for markets outside the USA, with local language variations, social media & patient engagement.

Social media

To engage with the patient, provide useful support and encourage sharing of experiences, we developed a Facebook presence for EXOGEN.

The aim is for visitors to 'like' the pages and share content, thereby raising awareness.


Social media

YouTube is employed to showcase patient stories, the science behind the technology & news items etc. Twitter allows for comment & engagement with high profile patients, such as sports & media personalities etc . . .



Online marketing

Helping to ensure that our EXOGEN websites are found when the target audience is searching, keywords have been identified and the sites optimised for organic & paid-for search.

Traffic is monitored and campaigns optimised on an on-going basis.

Multi-media communications

Taking the features and benefits into the world of the moving image, we developed a series of video loops showcasing the use of EXOGEN with sports injuries for use at exhibitions, conferences and on mobile devices.

Marketing communications

Consistency in marketing approach and description of the features & benefits when dealing with medical professionals or the media is key.

The communications toolkit documents best practice and key assets for use across international markets.

Client comment . . .

"The team at Glidden understand that it’s not just about the product. They’re really passionate and go to great lengths to really get to grips with the issues and emotions of the end user.

With the EXOGEN bone healing system, under the clinician’s express consent, they even attended fracture clinics and interviewed the patients first hand. To make it even more realistic, we also had them role-playing the part of patients during a communications workshop, all of which is reflected in the results we get from the wide range of focussed, high quality sales and marketing materials they have developed with us as part of our international initiatives.

We are now in our 6th. year of working with Glidden, which speaks for itself . . . I'd have no hesitation in recommending them"

Jeff Stonadge, International Commercial Director, Clinical Therapies, Smith & Nephew