Zimmer, an 81-year-old company headquartered in Warsaw, Indiana, has done extensive research on gender differences in replacement joints. The strength of the Blue Ladies campaign lies in its ability to communicate the fact that women's knees are not just smaller than men's, they are actually shaped differently. The Zimmer Gender Solutions Knee is narrower and thinner than a man's, allowing it to move at a different angle and with less likelihood of causing pain.
Historically, the design of every major knee replacement system was based on an average of the anatomical dimensions of men's and women's knees, skewing toward men's. Already, women make up the majority of those who undergo knee replacement surgery. As Americans live longer, the numbers are expected to rise, with approximately 3.5 million knee replacements predicted by 2033.
Concurrent with its DTC Nationals win, AbelsonTaylor was named "Most Admired Agency of the Year" as well as "Most Feared" at the MANNY Awards, sponsored by MedAdNews and held in New York on April 17. The awards, honoring the "best and brightest" in health and medical advertising, are bestowed annually by industry peers.
AbelsonTaylor is the largest independent healthcare agency in the world. The winner of more than 150 awards in the past decade, its staff has quadrupled in size. Currently, the agency has more than 350 employees and a roster of 40 accounts, including some of the most powerful brands in history.
AbelsonTaylor's address is 33 West Monroe, Suite 600, Chicago, IL
60603. Phone: 312.894.5500. Fax: 312.894.5526, email:
info@AbelsonTaylor.com, website: http://www.AbelsonTaylor.com.
Photo available upon request.
CONTACT: Julie Laitin (212) 286-2424 Cynthia Amorese (908) 665-8072
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