By Dave DeFusco
At the Katz School鈥檚 Graduate Symposium on Science, Technology and Health, Vani Nair and Sheera Kraitberg, two students in the M.S. in Digital Marketing and Media, unveiled a strategic go-to-market plan for a groundbreaking surgical device developed by Healers, a medical technology start-up. Their project, "Revolutionizing Sternotomy: A Precision-Driven Approach to Safer and Faster Recovery," addresses one of the most common but outdated surgical procedures in medicine: the sternotomy.
鈥淒espite advances in many areas of surgery, sternotomy techniques have remained largely unchanged for decades,鈥 said Nair. 鈥淥ver 700,000 patients undergo this procedure in the U.S. each year, and yet recovery often means months of pain, limited movement and the looming risk of complications. That鈥檚 a problem worth solving.鈥
Sternotomy, the process of surgically splitting the sternum to access the heart and lungs, is essential to cardiac and thoracic care. Traditionally, the sternum is cut in a straight line and closed using metal wires. While effective in allowing access, the method is not gentle on the body. Patients frequently report prolonged discomfort, poor bone healing and restricted mobility. Worse, the metal wires can complicate future surgeries and even interfere with CPR.
鈥淭hrough ethnographic interviews, we heard repeatedly that the healing process is not only physically painful, but emotionally taxing,鈥 said Kraitberg. 鈥淧eople feel vulnerable, they鈥檙e afraid to move and they often don鈥檛 understand why recovery takes so long.鈥
These first-hand accounts were matched by a review of the literature and market data. The students鈥 secondary research highlighted a clear pattern: minimally invasive techniques had revolutionized surgeries in other fields, but sternotomy lagged behind, creating a ripe opportunity for innovation.
Healers, a subsidiary of a medical device company, is developing a precision instrument to modernize sternotomy. The new device would offer surgeons greater control over incisions, allowing for a safer, wire-free closure and faster healing.
Under the guidance of DMM Industry Professor Thomas Kennon, Nair and Kraitberg were tasked with developing a go-to-market strategy that could bring this innovation to hospitals, surgeons and insurers nationwide. Their plan combined rigorous market research with a deep understanding of patient and clinician needs.
鈥淥ur approach integrated both qualitative and quantitative methods,鈥 said Nair. 鈥淲e conducted interviews with cardiothoracic surgeons, reviewed current procedural data and built audience profiles for each stakeholder group鈥攑atients, surgeons, hospital systems, insurers and even potential investors.鈥
The students鈥 work culminated in a strategic roadmap for commercializing the device. Their plan focused on five key pillars:
- Awareness & Brand Building: Positioning Healers as a pioneer in surgical innovation with a compelling digital presence鈥攚ebsite, social media and a targeted email campaign.
- Lead Generation & Engagement: Identifying early adopters among surgeons and hospitals through outreach and relationship-building.
- Pilot Programs: Launching controlled rollouts in hospital systems to generate data and testimonials.
- Strategic Partnerships: Collaborating with insurers, surgical societies and hospital procurement teams to ease adoption.
- Performance Metrics: Establishing KPIs and ROI projections to measure success in awareness, engagement and conversion.
Their messaging emphasized the product鈥檚 鈥渨hat,鈥 鈥渉ow鈥 and 鈥渨hy鈥: A precision instrument that redefines sternotomy; combining research, surgical design and patient-centered thinking to eliminate wires and reduce trauma; and outdated surgical practices shouldn鈥檛 define modern recovery.
鈥淭his isn鈥檛 just marketing for the sake of branding,鈥 said Kennon. 鈥淚t鈥檚 about translating innovation into impact. What Vani and Sheera have done is bridge the gap between an engineering breakthrough and the people whose lives it will change. That鈥檚 the future of digital marketing in healthcare.鈥
While their plan lays a promising foundation, the team also identified key barriers to adoption. These include the complexity of hospital procurement, the need for regulatory approval and limited clinical data from a device still in development.
鈥淯ltimately, this is about improving health and healing,鈥 said Nair. 鈥淥ur hope is that by giving surgeons better tools, we give patients a better future.鈥
