Ethicon
Launching Ethicon's new product against a giant
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Surgeons are creatures of habit and prioritize precision and mastery of their craft.
Faced with a competitor that owns over 80% of the market; features & capabilities can’t win alone.
Instead, we focused on the nature of being a surgeon - being comfortable with their hands. Ethicon’s new product has an innovative hand button placement that allows for better and more comfortable surgeries.
We focused on showing surgeons a better way, similar to how someone shows you a life hack in doing something better.
