Icarus Medical Innovations is a new start-up in Charlottesville, Virginia specializing in 3D printed knee braces. With such a technical product to market, they knew they needed simple and strategic messaging.
How can Icarus Medical communicate and introduce a technical product in an appealing and accessible way?
My team and I wanted to target an audience that is often overlooked – military veterans. Veterans may suffer from a variety of disabilities, which can impact their health and the ability to secure employment and healthcare.
veterans were accounted for in the US Census in 2019.
1 in 3
veterans suffer from Arthritis.
cause of disability discharge from the US Army is osteoarthritis.
Icarus Medical is in the business of supporting movement.
This business has the potential to not only support physical movement through their 3D printed knee braces, but to also empower veterans to move forward and make progress in their daily lives.
One of the definitions for the word "tactical" is the following:
Relating to or constituting actions carefully planned to gain a specific military end.
Veterans are tactical athletes. They use their body strategically to push boundaries, surpass milestones, and realize their unique purpose – while they are serving or no longer serving.
How can Icarus Medical creatively use the concept of movement to empower veterans?
Leading team briefings
Conducting secondary and qualitative research
Completing a competitive analysis
meet the team: