Endomeditech approached the introduction of SafeHip in Korea with a methodical, evidence-based strategy rooted in professional insight and patient understanding. The company began by carefully analyzing the market to identify the right clinical channels. Their initial focus on rehabilitation centers revealed limited prescription adoption due to budget constraints, prompting a strategic shift toward orthopedic and post-operative fracture patients; a segment where hip protection is considered a clinical necessity rather than a luxury.

Within just eight months, this focused approach led to SafeHip being approved at 22 of Korea’s 48 top-tier general hospitals, including the nation’s “Big Five”: Seoul National University Hospital, Severance Hospital, Asan Medical Center (in progress), Samsung Medical Center, and St. Mary’s Hospital. Today, SafeHip has achieved formulary listing in 42 of 46 major hospitals, ensuring near-complete nationwide availability and prescription access.

To sustain this momentum, Endomeditech prioritized field-driven marketing and professional engagement. The team conducted more than 100 conferences, seminars, and exhibitions, meeting clinicians face-to-face to build trust and awareness. This hands-on presence was complemented by targeted media initiatives, such as a 60-second broadcast campaign on JTBC aired 50 times, which significantly increased public recognition of SafeHip. Additionally, high-profile press events with Tytex participation strengthened professional credibility and reinforced the partnership’s unified approach to the Korean market.