Vernacare - Upp B2B

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Vernacare

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

Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

Get in touch

Get in touch



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