Campaign strategy for a Disruptive Mechanical Prosthetic Foot
Pro-Flex Terra
Challenge
The mechanical prosthetic foot category had become increasingly commoditized, constrained by price pressures and stagnant reimbursement structures. Once the market leader, we were losing share to competitors offering comparable designs at lower cost. To reclaim leadership, we needed to redefine expectations within the mechanical foot space and introduce a product that delivered a step change in performance and adaptability.
Execution
Recognizing that most clinicians are hesitant to use unlisted L-codes, we shifted focus from the reimbursement challenge to the extraordinary patient outcomes. Through an integrated marketing campaign built around a globally recognized amputee athlete, Albert Linn, host of NATGEO’s Lost Cities, we showcased how users could redefine mobility and surpass all expectations. The campaign’s centerpiece—a cinematic Icelandic landscape featuring ice caves, mountains, and behind-the-scenes interviews with R&D—positioned ProFlex Terra as a symbol of freedom and performance, not compromise.
Result
The launch outperformed forecasts by 150%, revitalized the mechanical foot category, and drove significant incremental revenue. Pro-Flex Terra continues to set the standard for dynamic adaptability and is helping amputees around the world achieve new levels of mobility and confidence.