HYDROFERA BLUE® BACTERIOSTATIC DRESSING

CHALLENGE:

Re-imagine a unique but unclearly positioned product as a novel, effective and much-needed weapon in the wound care arsenal. Clarify the product's benefits and attributes, and differentiate the product from others currently in the marketplace.

PROCESS:

We conducted a Repositioning Workshop with the Client to better delineate the Brand's unique value proposition to the market and provide a clinical context for its appropriate use. The results of the workshop were extended by our Scientific Communications team, who developed an annotated message track based on referenced literature and supported claims. With this in place, we created a distinctive new Logotype, Design Environment and Tagline inspired by the product's novel construction, material and mechanism of action.

RESULT:

The Brand's fresh identity tells the product story through its Design Environment and Tagline. This approach transported a promising but poorly defined product into a clearly positioned Brand that has been well received by the wound care community.