Case study
Naitive® Technologies
ANNOUNCING FDA CLEARANCE
“Their strong network with leading MedTech editors secured us excellent coverage, and the announcement itself generated significant inbound interest.”
THE BRIEF
Naitive is a medical technology company developing AI-driven software to reimagine orthopaedic care. They have developed OsteoSight™, a technology that enables opportunistic assessment of low bone mineral density (BMD) from routine X-rays, seamlessly embedding bone health into the orthopaedic care pathway.
To support their commercial goals, they engaged Evolene as their marketing and PR partner. As part of this activity, we prepared and launched the announcement of OsteoSight following its FDA 510(k) clearance.
THE SOLUTION
As part of a wider retainer programme, Evolene provided announcement support for the FDA clearance. This included a multichannel communications campaign to maximise coverage and reach. After initial scoping, we crafted a compelling press release. A series of videos were produced with Naitive’s leadership team and internal experts, supported by LinkedIn content and targeted media engagement to ensure strong coverage of the news.
THE OUTCOME
The announcement achieved a high rate of wide coverage across leading healthcare and medtech outlets, including Becker’s Hospital Review, The Imaging Wire, Health Tech World, and Orthopedics This Week, extending visibility well beyond the orthopedic community.
On LinkedIn, organic engagement delivered strong ROI, generating over 1,600 targeted views and 500 interactions from industry professionals. Sponsored distribution expanded reach to more than 190,000, ensuring the news was seen by a broad cross-section of stakeholders including potential partners and orthopedic practices.
Following the announcement, they received a wave of inbound interest in the company and product. This increase of attention has strengthened Naitive’s reputation as an innovator in orthopedic AI, providing a foundation for future commercial discussions and reinforcing leadership in the rapidly evolving musculoskeletal space.
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