BioSurgery & Wound Closure

J&J MedTech needed to rebuild its role as an educational partner in two critical categories: hemostatic sealants for non-user HCPs and wound closure for the next generation of surgeons. The existing communication focused heavily on products, which limited its ability to tell a cohesive, education-first story or to differentiate J&J MedTech as a long-term learning resource. The goal was to deepen connections, increase awareness, and position the brand as a trusted source of foundational knowledge rather than solely a portfolio of solutions.

The campaign strategy was two-fold, pairing social content with dedicated landing pages for both Biosurgery and Wound Closure. For Biosurgery, the work focused on non-user HCPs, reframing existing content through the lens of learning—clarifying bleeding types, illustrating clinical scenarios, and connecting them to appropriate hemostatic solutions to drive awareness and consideration. For Wound Closure, the emphasis was on residents and early-career surgeons, offering accessible, foundational education on needles, sutures, and techniques while strengthening their relationship with the J&J MedTech brand.

Within each category, separate but connected social series and landing experiences established J&J MedTech as a global leader in technologies that address bleeding and healing challenges. Existing assets were reworked into bold, education-led visuals and narratives that highlighted the prevalence of complications and the science behind the solutions. By shifting from product-centric to education-driven storytelling, the campaign created a more cohesive brand narrative, improved relevance across both audiences, and gave J&J MedTech a clearer platform to drive engagement and registrations over time.

Client: Johnson & Johnson MedTech
Role: Campaign, Photography Direction
Firm: Recreation
Creative Direction: Matt Hendon
Design: Matt Hendon, Mikka Huang, Avery Kershaw
Strategy: Mike Chirumbolo, Kate Livermore