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CHALLENGE:

1) Transform a series of online courses into a fully integrated Service Brand to become a stronger source of credible, independent medical education, while providing the appropriate clinical context for the use of specific technologies; and 2) Create a broader educational resource for wound care professionals, while advancing The Wound Institute's visibility within the wound care community.

PROCESS:

Ongoing Strategic Consulting combined with focused Positioning Workshops helped evolve a new vision of this Brand to go beyond its strengths as a web-based resource primarily targeted to the nursing community. This meant not only extending the educational offerings and how and to whom they are delivered, but also establishing a broader identity to reach a much larger group of constituents.

RESULT:

The new Brand Identity established a vibrant look and feel that has been applied to both print and electronic collateral. The educational tone of the Brand has been extended to reach an ever-broadening constituency base through integrated Public Relations activities that communicate new educational modules and programs. In addition, The Wound Institute® has become a pioneer in the wound care market by extending its educational offerings to include Direct-to-Patient resources.