Brand Positioning & PR

Introducing VR Navigation in Spine

Augmedics made surgical history with xvision AR, turning two spine surgeries into national headlines, top surgeon demand, and investor momentum—despite launching mid-pandemic and under strict endorsement limits.

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Award-Winning Project
Augmedics

Services

  • New Category Development
  • National Media Blitz
  • New Product Launch
250
On-Message Stories
2
Nationally Syndicated Broadcasts

Media Coverage

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Goals

  • Generate awareness  of groundbreaking surgical navigation technology in U.S.
  • Launch Augmedics xvision AR surgical guidance system
  • Drive interest from key surgeons and centers, as well as investors and strategics

Challenges

  • Product launched during height of COVID-19 pandemic
  • Early customer with strict anti-endorsement policy
  • Need to differentiate from the drawbacks of existing navigation systems

Approach

  • Collaborate with physicians, practices, and health systems performing first two spine surgeries
  • Utilize traditional materials to pre-pitch key local, national and trade press
  • Leverage procedural video and showcase patient success stories quickly post-op

Results

  • Major national, local and trade press coverage, with two nationally syndicated broadcast segments
  • Immediate technology demand from top spine surgeons
  • Intense investor resonance leading to Series C funding eight months after prior round

Client Testimonial

We credit Pazanga Health with helping us carve out a new category in AR navigation for spine surgery with the launch of our xvision system.

Even in the height and immediate aftermath of Covid when the news environment was saturated, they did a great job getting us both national and local attention via strategic storytelling and media relations.

This drove sustained interest from surgeons and investors alike.

Tim Murawski
Former President and Chief Commercial Officer, Augmedics

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