South Miami Hospital – Center for Robotic Surgery (Direct Mail)

South Miami Hospital – Center for Robotic Surgery
Direct Mail

“Man,” wrote Leonardo da Vinci in the 1480s, “is the model of the world,” and one of the world’s most famous drawing’s we take to be the embodiment of that idea, Vitruvian Man, was used to add a bit of warmth and reference point to the robotic surgery available at the facility. The da Vinci Robotic System makes complex operations more precise and less traumatic by using state-of-the-art technology to virtually extend the surgeon’s eyes and hands into the patient’s body. The Center for Robotic Surgery at South Miami Hospital offers a revolutionary approach to minimally invasive surgery, capitalizing on the latest operating room advances to improve patient care.

The piece was designed as a folder with an attached booklet with a curved die-cut cover that closes with a Velcro tab. When closed, the Baptist Health South Florida Pineapple logo peaks through a small die-cut square to add interest. Several inserts were designed using anatomic sketches, also from Da Vinci’s notebooks, to show the different types of surgery performed at the facility. Other smaller inserts were created to introduce the team of specially trained, Board-certified surgeons who use the robot to perform various surgical procedures, their bios, credentials and photos to potential patients. All of them can be added or removed as needed, to give the piece more longevity as changes in staff or procedures can be made without the expense or need to reprint the entire brochure. The back pocket has a die-cut slit to hold the sheets in place.

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