Brand refresh and overhaul of marketing materials.
Background
Contiplan is a best-in-class continence care barrier wipe. It takes the 3 individual steps of a traditional continence care regimen (cleanse, moisturise and protect) and simplifies them into a single wipe. This simplification is better for carers, by saving time and reducing overall product costs, and better for patients as Contiplan improves skin integrity significantly more than traditional methods.
The Challenge
Despite the credentials of the product, the business struggled to convert new accounts. The tired and dated materials were not working hard enough to communicate the numerous product benefits and exceptional performance of the product.
The Solution
Working with R&D, Clinical and Marketing, the core marketing assets were overhauled, with both a refreshed look & feel and updated key messaging. In particular, we wanted to communicate the benefits of the product, and the science behind it, in a compelling way. We developed illustrations, diagrams and infographics to tell the story of the science. These elements made the scientific concepts around the skin's barrier function and performance testing accessible and engaging for our audience and enabled us to articulate why Contiplan is the best-in-class.
Contiplan saw 55% growth YOY in the UK Acute sector off the back of our refresh and refocus.
