How Ossur Made the Most of Its Olympic Opportunity
From: Medical Device and Diagnostic Industry - 08/10/2012
By: James Hartford

Publicity-wise, 2012 has been a stellar year for Ossur. This spring, the
orthopedics maker’s bionic Rheo Knee made its Hollywood debut along with Greg
Gadson, a wounded veteran who starred in the Universal Studios movie
Battleship. This month, the world watched as South African sprinter Oscar
Pistorius made history as the first double amputee to compete in the
Olympics, running the 400 m and 400 m relay races on a pair of Össur’s
Flex-Foot Cheetah prosthetic legs. 

Using a pair of Ossur's Flex-Foot Cheetah prosthetics, Pistorius competed in
the 400 m and 400 m relay races at this year's Olympic games in London. 

These aren't examples of savvy product placement. "Nobody buys our products
unless they have to," CEO Jon Sigurdsson points out. But Ossur has managed to
leverage these and other opportunities by maintaining relationships with
high-profile users of its products. 

Read the entire article and view a video (1:34) at:
http://www.mddionline.com/article/how-ossur-made-most-its-olympic-opportunity

Links:
When Medical Devices Are Too Good
http://www.mddionline.com/blog/devicetalk/when-medical-devices-are-too-good

Ossur
http://www.ossur.com/

Oscar Pistorius
http://www.oscarpistorius.com/

Greg Gadson (video 3:36)
http://www.popsugar.com/Lt-Col-Greg-Gadson-Battleship-Interview-Video-23033971