3M Tegaderm CHG Brand Identity

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The Challenge Faced with a formidable competitor, 3M Health Care hired Franke+Fiorella for brand strategy consulting to relaunch Tegaderm CHG dressings to a more targeted audience segment. After uncovering key customer insights through market research, we developed a series of brand launch communications as part of the positioning strategy to tell the story in a more compelling way.

 
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The Solution The communications plan included the design of a 54-page clinical evidence summary brochure, a marketing collateral system that clearly communicates the primary benefits of this product family and a direct mail campaign to differentiate the products from competitors. A promotional microsite offers extensive clinical data within two clicks.

 
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The Results The client exceeded sales projections and the client team was honored with a 3M achievement award for their effectiveness.

 
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PROJECT SCOPE   |   BRAND STRATEGY   |   POSITIONING   |   KEY MESSAGE DEVELOPMENT   |   BRAND IDENTITY DESIGN   |   MARKETING COLLATERAL SYSTEM   |   CLINICAL STUDIES BROCHURES   |   PROMOTIONAL WEBSITE DESIGN   |   DIRECT MAIL