CUI
Cox-Uphoff International
A few years later CUI had a new product and their ad agency called me in. They didn't know what to do with the new thing, a tool that let a bloody-handed surgeon make a swift and accurate estimate of the volume of an inflatable implant without having to do an expensive MRI scan.
The product that the agency sent me was a collection of three different-sized circles of flexible plastic. The ad agency was unable to understand what these circles were for.
I went to the technical staff at CUI and asked them, and they explained it clearly for me, and my solution was to present a photo of the circles as they would be deployed in use: coiled into cones of different diameters. Numbers printed on the circles displayed volume in milliliters at the current displacement.
The ad won a bunch of awards. The company's fortunes expanded to such an extent that they had to increase the size of their factory, except the City Fathers of Santa Barbara forbade them from any expansion. So they moved to San Diego, leaving me behind. As always. The Santa Barbara curse.
The Aesthetics of Symmetry
The breast augmentation surgeon's goal is to create the natural beauty of form that arises from balanced proportions. Now surgeons can determine breast volume before, during, and after surgery to within 5cc's with the Grossman-Roudner Breast Measurement Device manufactured by CUI.
The device is adjusted until the breast is precisely fitted. The volume can then be read on the graduated scale. Instructions accompany each package.
Dr. Grossman and Dr. Roudner introduced their device last spring, delivering a paper before the California Society of Plastic Surgeons and the Society of Aesthetic Surgery. We at CUI worked closely with the surgeons, combining their ideas with our medical product expertise to develop this dramatically simple and inexpensive surgical advance. |
