THINK is a leader in helping orthopedic surgeons leverage the intelligence of active robots to deliver safe, predictable, and precise total joint replacement surgery

THINK Surgical develops, manufactures, and markets the only active robotic surgical system for orthopedic surgery. THINK’s system has been used in thousands of joint replacements worldwide and includes two components: a 3D preoperative planning workstation, and a computer-assisted tool utilized for precise cavity and surface preparation for hip and knee replacement surgeries.

Born from ROBODOC®, a collaboration between IBM’s Thomas J. Watson Research Center, researchers at the University of California, Davis, and Curexo, Korea’s largest medical robot company, THINK arrived on the orthopedic scene in 2014. Access has been delighted to work with THINK as its product line, market, and brand identity evolve.

Challenges

THINK’s preeminence in the joint replacement market comes at a confluence of two crucial factors: the aging Boomer population and the rise of computer-assisted 3D printing. The company can deliver customized replacement joints for active people as they grow older. As Access has worked with THINK, we have seen them evolve into a highly successful company. As they grew, rebranding was essential.

Solutions

The rebranding initiative called for a strong statement at the pre-eminent show in the area. For its previous exhibit, THINK had used a deck for private meetings. This served them well, so they wanted us to incorporate a deck in the new exhibit. But not the heavy steel deck they had used before, but Access’ new rental Highmark ExpoDeck, which reduced set- up time, freight, and drayage charges. THINK also learned they needed a large floor space to consolidate the brand story and promise of the company.

The femur-shaped hanging sign, fabricated from digital, dimensional, and fabric elements, underscores THINK’s pioneering work in knee replacement. In addition to showcasing the company’s technology, live demos of surgeons performing knee surgery on models were a significant attraction that extended attendees’ visits.

Results

With the rebranding and the striking new exhibit, THINK positioned itself as the leader in helping orthopedic surgeons leverage the intelligence of active robots to deliver safe, predictable, and precise total joint replacement surgery. The exhibit told the story of Think’s unique patient case planning and active robotic solutions, which help surgeons achieve total joint replacements with sub-millimeter dimensional accuracy.