Setting the Standard in Spine with K2M

Challenge

Transform an industry–leading spinal device company–that no one had ever heard of–into a market player, creating industry buzz and customer visibility for the company and CEO following more than a year of industry silence in preparation for an eventual IPO.

Disruption

Since beginning work with K2M in 2011, Zeno has implemented a strategic media relations program positioning K2M as the standard for spinal device companies: innovative, ethical, and fast–growing as a result. Zeno communicated K2M’s unique product portfolio and leadership position to industry analysts and media, and through key brand positioning and interviews at the biggest medical meeting of the year (NASS–the annual meeting of the North American Spine Society), re–introduced K2M to the industry, driving 24.7 million impressions and 100% increase in mobile site traffic. To drive awareness among new and existing customers, develop brand loyalty and recruit new employees for a rapidly growing number of open positions, Zeno then worked with K2M to develop a from scratch social media program. From re–launching a Facebook page previously disallowed by regulatory and compliance to introducing K2M to new social media platforms, the company achieved and continues to see online growth at a rate enviable by any brand, corporate or consumer.