Stryker Begins Direct-to-Patient Campaign for Mako Surgical Robotics

Stryker has launched a nationwide, direct-to-patient marketing campaign called “Scan. Plan. Mako Can.” The company hopes to raise patient awareness of its Mako SmartRobotics for joint replacement surgery due to knee or hip arthritis.
 
“‘Scan. Plan. Mako Can.’ is rooted in the foundation of Mako SmartRobotics,” Don Payerle, president of Stryker’s Joint Replacement division, told the press. “We have an unwavering commitment to revolutionizing joint replacement technology and enabling surgeons to achieve enhanced outcomes for their patients. We are eager to share this campaign with patients experiencing joint pain so they can seek care and begin their journey towards returning to the activities they love.”
 
Mako’s CT-based planning lets surgeons know more about their patient’s anatomy and the procedure before surgery, according to Stryker. Its AccuStop haptic technology lets them execute surgical plans with precision^1-3, helping minimize tissue disruption^4-6.
 
According to the company, Mako has shown better outcomes like less pain and quicker recovery times compare to manual joint replacement surgery.^7-9
 
The omnichannel “Scan. Plan. Mako Can.” campaign will be publicized through linear TV, streaming TV, social media, YouTube, programmatic/endemic, and paid search. The company also rolled out Mako Total Knee 2.0 at the American Academy of Orthopaedic Surgeons (AAOS) 2023 annual meeting in March.
 
References
¹ Sicat CS, Buchalter DB, Luthringer TA, Schwarzkopf R, Vigdorchik JM. Intraoperative Technology Use Improves Accuracy of Functional Safe Zone Targeting in Total Hip Arthroplasty. J Arthroplasty. 2022;37(7S):S540-S545. doi:10.1016/j.arth.2022.02.038
² Deckey DG, Rosenow CS, Verhey JT, et al. Robotic-assisted total knee arthroplasty improves accuracy and precision compared to conventional techniques. Bone Joint J. 2021;103-B(6 Supple A):74-80. doi:10.1302/0301-620X.103B6.BJJ-2020-2003.R1c
³ Bell SW, Anthony I, Jones B, MacLean A, Rowe P, Blyth M. Improved Accuracy of Component Positioning with Robotic-Assisted Unicompartmental Knee Arthroplasty: Data from a Prospective, Randomized Controlled Study. J Bone Joint Surg Am. 2016;98(8):627-635. doi:10.2106/JBJS.15.00664
⁴ Kayani B, Konan S, Pietrzak JRT, Haddad FS. Iatrogenic Bone and Soft Tissue Trauma in Robotic-Arm Assisted Total Knee Arthroplasty Compared With Conventional Jig-Based Total Knee Arthroplasty: A Prospective Cohort Study and Validation of a New Classification System. J Arthroplasty. 2018;33(8):2496-2501. doi:10.1016/j.arth.2018.03.042
⁵ Suarez-Ahedo C, Gui C, Martin TJ, Chandrasekaran S, Lodhia P, Domb BG. Robotic-arm assisted total hip arthroplasty results in smaller acetabular cup size in relation to the femoral head size: a matched-pair controlled study. Hip Int. 2017;27(2):147-152. doi:10.5301/hipint.5000418
⁶ Banks SA. Haptic robotics enable a systems approach to design of a minimally invasive modular knee arthroplasty. Am J Orthop (Belle Mead NJ). 2009;38(2 Suppl):23-27.
⁷ Kayani B, Konan S, Tahmassebi J, Pietrzak JRT, Haddad FS. Robotic-arm assisted total knee arthroplasty is associated with improved early functional recovery and reduced time to hospital discharge compared with conventional jig-based total knee arthroplasty: a prospective cohort study. Bone Joint J. 2018;100-B(7):930-937. doi:10.1302/0301 620X.100B7.BJJ-2017-1449.R1
⁸ Clement ND, Gaston P, Bell A, et al. Robotic arm-assisted versus manual total hip arthroplasty. Bone Joint Res. 2021;10(1):22-30. doi:10.1302/2046-3758.101.BJR-2020- 0161.R1
⁹ Brilliant ZR, Garvey MD, Haffner R, Chiu YF, Mayman DJ, Blevins JL. Unicompartmental Knee Arthroplasty Patients Have Lower Joint Awareness and Higher Function at 5 Years Compared to Total Knee Arthroplasties: A Matched Comparison [published online ahead of print, 2023 Feb 9]. J Arthroplasty. 2023;S0883-5403(23)00084-0. doi:10.1016/j.arth.2023.01.063