The US-made implant includes a thinner profile and a less prominent kneecap and is being made available at eight hospitals.
It is called Zimmer Gender Solutions.
Kaizo, which handled the launch of a Zimmer’s ‘2-Incision’ hip replacement four years ago, has been hired on a project basis with activity including consumer, trade and regional press.
The project is headed by Kaizo account director Karen Thomas.
Regional activity will attempt to focus on the areas served by hospitals using the product: Chase Farm and Wellington hospitals in London, Harrogate & District NHS Foundation Trust, King’s Oak BMI Hospital in Middlesex and the Nuffield hospitals in Chichester, Harrogate, Tees and Warwick.