Case Study:
J&J Medical Technologies

5 years ago, J&J MedTech faced a challenge.

Their competitors had beaten them to market in the rapidly expanding arena of digital surgery. Just how rapidly expanding? In 2019 the total value of the digital surgery technologies market was $252 million and growing at a rate of 32% a year.

That’s a $5.1 billion market by 2030.

J&J MedTech needed to catch up.

They had to quickly advance their own projects in R&D out of the lab and into the market. But how do you decide which projects to greenlight and fast track?

By telling a good story.

At J&J Design, Johnson & Johnson’s in-house design agency, I leveraged my experience in entertainment and advertising to imagine how these cutting-edge technologies could change people’s lives for the better.

Technology, creative and production needed to work together seamlessly to make these stories connect on a human level. So that the senior leadership could see beyond the data to how and why the devices were so transformative.

Once they heard the stories, they got it.

 

Today, J&J MedTech is a leader in 11 categories of digital surgery with sales of more than $1 billion annually. And growing.