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We set out to help hand surgeons understand how greatly a patient's life can be impacted by delaying treatment for Dupuytren's contracture (DC) or relying exclusively on surgery to treat it.

We often take our hands for granted until everyday activities become difficult or even impossible. That's the case for many patients with DC, a debilitating hand condition that causes fingers to contract inward toward the palm.

Yet, only 31% of diagnosed patients are treated. While patients may put off treatment, it's often hand surgeons who watch and wait, believing the disease hasn't progressed enough to intervene. Conditioned to cut, they usually opt for surgery when they finally decide it's time to act. With the looming threat of lengthy recovery, many patients steer clear of treatment entirely, unaware of XIAFLEX, a nonsurgical alternative.


At the 2018 American Society for Surgery of the Hand (ASSH) conference, we seized the opportunity to create a one-of-a-kind, experiential booth presence. We broke through the noise and through the expected by literally bringing the XIAFLEX campaign to life. This set the stage for the booth's pièce de résistance: THE FIRSTHAND EXPERIENCE.


We helped design a special motorcycle glove that simulates having bent fingers indicative of DC. We challenged the nation's top hand surgeons to wear the glove and feel firsthand what it's like to live with the condition. Once in the shoes—or gloves—of their patients, surgeons realized how much their patients are compromising and how they may need to rethink how they treat DC.


PM360 Award PM360 Awards Innovation Award
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