Surgeons spend their whole careers using their hands and up until now had only been exposed to marketing comms in the form of leaflets, brochures and dry online content.

An Augmented Reality app gave Stryker the opportunity to bring a premium brochure to life, putting these devices and implants virtually in the new surgeons hands together with research data and testimonials from design experts. No other medical device company Australia or New Zealand had previously used AR technology in such a way to showcase their products.

Importantly at the core of Stryker's approach is a belief is that by collaborating with their customers they'll develop innovative products and services that ultimately improve the lives of patients.

This fresh use of AR technology in such a way allowed new surgeons to experience this belief first hand through this innovative and interactive experience. Also by housing not only product information but critical research data and technical information in an easy to use app on their smart devices allowed surgeons to immediately access it at any time, even whilst in surgery.

The Stryker Viewer Kit was delivered via the sales force in a premium box designed to look like a surgical instrument case. Inside was a brochure with Stryker devices on a surgical tray on the cover. Upon opening the brochure, new surgeons were invited to download the Mobile app.

Downloading the app allowed surgeon to use the triggers throughout the brochure to view a range of AR experiences.

These AR experiences included implants and specialized surgical equipment and allowed the surgeons to see how each device looks, moves and functions.

Other triggers accessed extensive video content detailing technical, research data and expert testimonials.

The kit allows young surgeons access to a greater depth of Stryker products 24/7, brought to life in an exciting new format. It also provided the company with a new and engaging communication channel delivered right in one of the surgeon's most prized assets… their hand.

The Stryker Viewer Kit was released to the sales force mid January 2015.

Surgeon engagement is already high with downlnloads reaching a peak rating of #52 for iPhones in late January

and #24 for iPads in early February from over 29,000 medical apps available to the Australian market.