Design of an interactive tool, highlighting key assets and messaging.
Background
Clinell is a legacy brand that's over 15 years old, claiming widespread recognition and loyalty within its primary market, the NHS, where Clinell products can be found in 9 out of 10 hospitals. The flagship product, Universal Wipes, is a class leader with superior technical performance backed up by extensive evidence and therefore commands a significant price premium compared to the competition. One single SKU in the Universal range is responsible for 40% of company revenue, so it's absolutely fundamental to the continued success of the business.
The Challenge
In the aftermath of COVID, there was an influx of newer, cheaper competitors on the market and extremely stretched budgets across the NHS. Many senior Infection Prevention and Control (IPC) nurses began leaving the profession as a result of burnout and were replaced with more junior IPC nurses who did not have the same brand loyalty to Clinell, or necessarily have a technical understanding of the Universal product.
Having relied on the intrinsic knowledge of salespeople and IPC nurses for many years, the existing brand materials were out-of-date, inconsistent and not understood by new members of the Sales Team.
The Solution
I rolled out a consistent look and feel for all Clinell Universal materials, with emphasised and accentuated brand marks to create a fresh feel without isolating the current audience. A key piece of new collateral was the ‘Clinell Universal Hub’, an interactive document that guides Sales Team members through the history and benefits of Clinell Universal and provides a central place to access all supporting collateral, linking directly to the correct assets on our DAM and contextualised with an explanation of when/why to use each piece.
The Sales Team are now fully trained on the Hub, there’s been a 95% account retention rate after year 1, and the business was so happy with the new look and feel that we rolled it out to the other Clinell product ranges for clean and consistent branding across the board.
