It was a very drawn-out process.' The apps were also expensive-Stryker's IT department couldn't handle the load and outsourced the assignments, which cost roughly $5,000 per product, not counting any necessary animations. 'We were looking at a three-month build-and-release period. ' were difficult to make, and there were lots of resources involved,' Stephen Brown, creative director at Stryker, says. But the apps only made things more complicated for Stryker's marketing team and sales personnel, the apps' end users. Once the iPad became a popular sales tool, Stryker began building apps instead of continuing to create brochures to cut printing costs and speed the content development process. Though the company primarily relied on brochures to distribute marketing content in the past, Stryker's marketing team eventually decided to transition to a digital distribution platform. From a marketing standpoint, that's a major challenge.

Each device the company sells is accompanied by an extensive set of specifications, guidelines, and precautions, which must be digestible to customers but still include every bit of relevant information about the product. When it comes to building content for a company like Stryker, a surgical and health equipment manufacturer, the devil is in the details.

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