MedTech Communications
Corporate Restructuring & Product Communications
Exactech
Chapter 11
Court-supervised restructuring communications — H/Advisors Abernathy
FDA
Regulatory clearance press releases distributed via PR Newswire
AAHKS 2024
Conference communications for the leading orthopedic surgery forum
The Challenge
Exactech was managing a voluntary court-supervised Chapter 11 restructuring and an active product pipeline at the same time. Every restructuring communication required legal and compliance review. Every product announcement required clinical accuracy. One environment had financial and legal consequences for every word. The other had regulatory ones.
The Strategy
Operate in both environments simultaneously without allowing either to compromise the other — restructuring messaging required one register, product communications required another.
Work directly with R&D and clinical teams on every FDA clearance announcement — accuracy was not optional in a regulated medical device environment.
Coordinate alongside external crisis firm H/Advisors Abernathy rather than in parallel — joint meetings, draft exchanges, and aligned messaging across the restructuring window.
Translate complex clinical information into compliant, audience-aligned messaging for a surgeon audience at AAHKS 2024.
The Execution
Assisted in drafting investor-sensitive restructuring communications under active Chapter 11 proceedings — every word reviewed by legal and compliance before distribution.
Supported public-facing, internal, and investor communications across the restructuring window.
Independently wrote and distributed FDA clearance press releases via PR Newswire — working directly with R&D and clinical teams for regulatory accuracy.
Developed conference communications for AAHKS 2024 — one of the leading forums in orthopedic surgery.
Secured trade media coverage in Orthoworld and Orthostreams.
Produced an external AI campaign targeting orthopedic surgeons and internal competitive comparison materials.
The Results
Three FDA clearance press releases distributed via PR Newswire. Restructuring communications supported across the full Chapter 11 window alongside H/Advisors Abernathy. AAHKS 2024 conference materials developed and deployed. Trade coverage secured in Orthoworld and Orthostreams.