What makes a point-of-difference a point-of-difference?
Vernacare’s innovative single-use bedpan system and award-winning products have made it the global leader in hygienic patient-care across the healthcare sector.
Our brief
“Help us to communicate our new product’s clear points-of-difference – both from other products in our range, and in the wider market.”
Vernacare wanted a distinct market position for its new Compact product. The proposition needed to appeal to multiple global audiences, all with differing priorities: estates managers, for example, or infection-prevention teams in hospitals.
Our brief
“Help us to communicate our new product’s clear points-of-difference – both from other products in our range, and in the wider market.”
Vernacare wanted a distinct market position for its new Compact product. The proposition needed to appeal to multiple global audiences, all with differing priorities: estates managers, for example, or infection-prevention teams in hospitals.
The delivery
We firstly analysed research conducted by Vernacare that included customer focus-groups, audience and market research and product-development data.
From this, we devised the overall positioning and proposition for the new Compact product, identifying a possible area for competitive advantage – namely, branding the proprietary technology used in all Vernacare disposal systems as SmartFlow™.
We then developed key messages around the propositions for the Compact and SmartFlow™, and built a creative platform that would be central to the overall campaign.
The delivery
We firstly analysed research conducted by Vernacare that included customer focus-groups, audience and market research and product-development data.
From this, we devised the overall positioning and proposition for the new Compact product, identifying a possible area for competitive advantage – namely, branding the proprietary technology used in all Vernacare disposal systems as SmartFlow™.
We then developed key messages around the propositions for the Compact and SmartFlow™, and built a creative platform that would be central to the overall campaign.
Kind words and warm applause
“Upp facilitated a platform for open discussion around customer need and areas of true differentiation, which resulted in a wonderful, patient-centric campaign.”
Nichola Briody, marketing manager, Vernacare
Kind words and warm applause
“Upp facilitated a platform for open discussion around customer need and areas of true differentiation, which resulted in a wonderful, patient-centric campaign.”
Nichola Briody, marketing manager, Vernacare
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