Please login to the form below

Not currently logged in
Email:
Password:

The Sudler London Award for Excellence in Mature Brand Revitalisation

Sponsored by

Finalist

Global brand relaunch

ConvaTec in association with Havas Life Medicom


Summary of work

In late 2010, DuoDERM, a global wound care dressing range, was in a state of significant decline, with sales figures falling at an annual rate of 7.9 per cent.

A new global campaign launched in Q4 2011 has:

  • Turned the decline to 2 per cent growth
  • Over the six-month period since the campaign launched an additional $5m of sales have been achieved, representing a significant return on investment (ROI)
  • Increased market share of the hydrocolloid dressings market from 45 per cent to 47 per cent.

This campaign was built upon an in-depth understanding of the target audience, tissue viability nurses and their key decision making drivers – including their state of mind at the point of making wound dressing choice. 

This highly detailed understanding of the psychology and behaviour of the audience enabled the development of a creative route, which successfully tapped into a key moment in time. Creating a new feeling at this critical moment and linking that feeling to the brand. The approach modified behaviour, which is evidenced by the reversal of declining sales trend back to positive growth. 

 

 

Executive summary as submitted


COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
Fishawack Group of Companies

The Fishawack Group of Companies is one of the largest independent medical communications and medical marketing specialists, with teams in...

Latest intelligence

brian smith science of the deal
The science of the deal
Business development is more like child-raising than you might think...
The other side of … rheumatoid arthritis
For Georgie, patient activation fuelled her motivation to find life without pain. So when blood tests came back normal, she felt confident to pursue referral until RA was confirmed......
How to lessen site burden with a targeted patient recruitment strategy
Picture this: you’ve created your patient recruitment strategy and you find more and more patients are undertaking the pre-screening, you probably think – success! But then you find out, getting...

Infographics