Naitive is developing AI-powered technology for musculoskeletal care. Following FDA 510(k) clearance for OsteoSight™, Evolene developed and delivered an integrated communications campaign to turn a major regulatory milestone into broader market awareness, credibility and commercial interest.
FDA clearance was an important milestone for Naitive and OsteoSight™, but the announcement needed to do more than communicate regulatory news.
The opportunity was to use the clearance to strengthen Naitive’s position in the US market, build awareness among healthcare and medtech audiences, and give customers, partners and investors a clear reason to pay attention.
With a crowded healthcare news environment and a limited window around the announcement, the campaign needed to generate meaningful visibility quickly.
As Naitive’s marketing and PR partner, Evolene planned the launch across earned, owned and paid channels.
We developed the core announcement and messaging, produced a press release and supporting video content with Naitive’s leadership team, and created a coordinated LinkedIn campaign to extend the story beyond media coverage.
Alongside this, we ran targeted media outreach to healthcare, medtech and specialist orthopaedic publications, ensuring the regulatory milestone reached audiences relevant to Naitive’s commercial growth.
The campaign included:
- Press release development and media outreach
- Executive and product video content
- Organic LinkedIn communications
- Sponsored social distribution
- Supporting messaging and campaign assets
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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.
“Evolene guided us through the FDA 510(k) announcement process seamlessly.Their strong network with leading MedTech editors secured us excellent coverage, and the announcement itself generated significant inbound interest from both clinicians and investors."
Dr Cat Kelly, COO, Naitive Technologies