Burn surgeons had defaulted to autografting for years, even as growing clinical evidence showed RECELL could reduce length of stay, procedures, and cost without sacrificing patient outcomes. That gap, between what the evidence supported and what standard practice still did, meant patients were staying in hospitals longer than they needed to and absorbing costs that better technology could reduce. As AVITA Medical expanded its portfolio to include Cohealyx and PermeaDerm, the company needed a campaign that could do two things at once: give surgeons and health systems a reason to change deeply rooted clinical behavior, and unify three distinct technologies under one credible narrative that held up in both inpatient and outpatient settings.
XCH built Healing at the Speed of Life™ around a single data point strong enough to shift practice: a 36% reduction in hospital length of stay. That number became the throughline connecting speed, quality of outcomes, and cost, the three things surgeons and health systems actually weigh when deciding whether to change how they treat a wound. Every asset traced back to those three pillars, so a journal ad, a conference booth, and a sales leave-behind all reinforced the same clinical argument instead of competing with it.
To move fast without sacrificing the science, Xavier Creative House 9XCH) built an AI-supported production process alongside the human-led creative and medical review it's always run. A single stock photograph became the campaign's hero image after AI-assisted enhancement scaled it 6x for large-format conference use. The same photo was converted into a short video for the sizzle reel, then extended and colorized further using AI prompting to build a signature motion graphic that ties every touchpoint together. A campaign portrait was extended from a still image into a 20-second video clip using the same tools, giving the sizzle reel more human presence without a second shoot. None of it replaced strategy. Every asset was still built from approved messaging, mapped back to brand guidelines, and cleared through medical/legal review before release, but the AI workflow cut the time and cost it normally takes to produce a campaign at this scale.
The full build included a core sales aid, pitch decks, and leave-behinds; multi-surface conference booth visuals unifying all three products; a two-minute sizzle reel for congress, sales, and social use; and a brand guidelines audit to keep corporate, portfolio, and product-level messaging consistent as the work scaled across teams and channels. A dedicated execution, The Science of Sooner™, went deeper on RECELL's speed-to-closure story while staying synchronized with the portfolio narrative, including a new messaging library, expanded field materials, and journal advertising.
The campaign has repositioned RECELL from a specialty tool into a platform-level standard of care and given field teams language to challenge a default clinical behavior that was costing patients time in the hospital. The AI-supported production process cut total creative hours by 25% to 35%, brought speed-to-market forward by two to three weeks, reduced asset costs by 40% to 60% per campaign by cutting reliance on stock photography and reshoots, and lowered internal review rounds by roughly 30%, all while keeping every asset compliant and on-brand. The Science of Sooner campaign has recently gone to market, with internal and KOL stakeholders responding positively to its clinical credibility. AVITA's marketing team called the platform stronger than anything they'd seen from prior agencies, and singled out "Back to living 36% sooner" as concise and memorable enough to carry the whole story.
