Case Study: Vericel Corporation
Champion Swimmer Strikes Gold in Sports Medicine

THE CHALLENGE

Vericel Corporation came to Russo Partners to help market MACI®, a procedure that has the potential to revolutionize sports medicine by using the patient’s own cells to repair damaged knee cartilage. From there, Russo Partners set out on a mission to elevate awareness of MACI® in 20 key sales regions.

STRATEGY AND TACTICS

Russo Partners leveraged connections in the sports industry and arranged a nationwide radio interview campaign in support of MACI®.

Former NFL star and Russo Partners’ Sports-Health Alliance leader, Solomon Wilcots, teamed up with world-champion swimmer Dara Torres for interviews on Super Bowl LII’s “Radio Row.”

Though strategic messaging and pitching, Russo Partners merged Solomon’s Super Bowl insight with passionate promotion by Dara Torres, who had been successfully rehabilitated by the procedure.

OUTPUT AND OUTCOMES

In just two days, Russo Partners surpassed initial radio campaign goals:

  • Interviews reached all 20 key sales regions
  • Broadcasts were featured in four national radio shows
  • Radio interviews reached over half a million listeners
  • Social media posts promoting segments resulted in over 410K impressions

Bottom Line: Over 6,300 new visitors searched for a local MACI® surgeon through the Vericel website.