Smith & Nephew's Durolane

Copywriting:
Introducing ONE simple injection
A flexible advantage for osteoarthritis of the knee & hip

simply flexible
Q-MED

Genzym's Synvisc

No viscosuplementation stands up to pain better

Ref. http://www.wishbone-itp.com/

Genzyme's Synvisc One

Copy writing:
Finally for OA knee pain
ONE gets it done
The only nonsystemic therapy delivering up to
6 months of pain relief with just 1 simple injection.

Artwork, design & concept:
Dramatization of knee power! though it minimise the target segments to athletic patients i.e. post-traumatic OA

Reference:
http://www.synviscone.com/HCP.aspx