For many new and established healthcare products, we have had significant success in media outreach positioning patients who use the technology to share their experiences in media interviews and other platforms. Our client asked us for recommendations to promote a customized knee implant produced using 3D printing. The technology had been on the market for a few years when we were engaged, but had not received significant levels of attention. We worked to reposition the story to focus on the innovative use of advanced 3D printing in the production process. We also worked to identify patients and doctors available to share their experiences in more than 50 U.S. cities. Outreach has resulted in dozens of news stories focused on the advantages of customized implants in terms of patient comfort and recovery.