The Internet Drives Our Thirst For Narrative.

Every business, foundation, technology and especially every brand, requires a story.
People remember story long after they have forgotten the product.
All good salesmen know this.

Target Marketing for Knee Replacements

The 49th Grammy Awards included five Grammys for the Dixie Chicks and this ad: “Most knee replacements don't account for the differences between a woman's and a man's knee. Only the Zimmer® Gender Solutions Knee matches your shape and size …”

Talk about your target marketing: Replacement Knees for Women. Nicely done.

  • TV ad for highly-female TV audience
  • The Google query has a paid ad.
  • Special web site: (

People keep asking me, “How do I communicate with my market?” I respond with two questions: Who is your customer? What action do you want? The answers are: Customer) Women with bad knees. Action) The customer is to view a gender-specific website.

The website display of Internet-savvy to establish a dialogue with replacement knee consumers including links to:

  • “Find a Doctor”
  • “Video testimonials”
  • “Tell a friend”
  • “Larger type-size for site”

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