Vertebral Technologies, Inc. (VTI) has undergone a makeover of its collateral as it “seeks to enliven its look and connect their singular brand to their customers, ” says the May 31, 2016 news release.
VTI: Fresh Brand Makeover
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Not only is there a new logo, but a spiffy tagline for the company: Forward Thinking for the Back. As indicated in the news release, “Semantically, this tagline expresses a new way of thinking when approaching minimally-invasive back surgery, and invites surgeons to find out more. On a deeper level, VTI wanted to convey the sense of ease, innovation, and confidence that permeates the company and its products.”
VTI Director of Marketing Brian Thron remarks: “We couldn’t be happier to show off the new branding for VTI. We’ve worked hard to conceive designs that mirror the exciting innovations happening here. These elements are a breath of fresh air that tell the VTI story better to our visitors, and we are looking forward to ushering in a new stage of life to the company.”
On June 16 Brian Thron told OTW, “VTI was due for a freshened look, it had been many years since VTI had someone lead their marketing department, plus it was perfect timing with the launch of the two new products the company now offers on top of the InterFuse System (InterLink Pedicle Screw System & the InterGraft Biologics). We couldn’t be happier to show off the new branding for VTI. We’ve worked hard to conceive designs that mirror the exciting innovations happening here. These elements are a breath of fresh air that tell the VTI story better to our visitors, and we are looking forward to ushering in a new stage of life to the company.”
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This is a fascinating development. In my practice we've seen similar outcomes with the revised protocol. The key differentiator seems to be patient selection criteria. Has anyone else noticed the correlation with BMI thresholds?
Great point. I'd push back slightly on the conclusion, the sample size in the cited study is too small to draw population-level inferences. That said, the directional signal is compelling and worth a larger RCT.
We implemented a similar approach last year. Early results are promising but we're still gathering 12-month follow-up data. Happy to share our protocol if anyone is interested.
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