3M™ Tegaderm™ CHG Brand Identity
Missing headline for this case study
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.
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.
The Results The client exceeded sales projections and the client team was honored with a 3M achievement award for their effectiveness.