Positioning and campaign planning for global product launch
Vernacare is a leading infection prevention organisation, whose innovative single-use bed pan system and award winning products have made it the global leader in hygienic patient care across the healthcare sector.
Our brief
“Help us communicate clear points of difference for the new product – both from other products in our range, and in the market.”
Vernacare wanted to develop a distinct market position for the new ‘Compact’ product, differentiating the smaller size product from the rest of its product range, and from its competitors.
The proposition needed to appeal to multiple target audiences, each with differing priorities, for example estates managers and infection prevention and control teams in hospitals.
Campaign messaging and assets would be adapted and used globally.
Our brief
“Help us communicate clear points of difference for the new product – both from other products in our range, and in the market.”
Vernacare wanted to develop a distinct market position for the new ‘Compact’ product, differentiating the smaller size product from the rest of its product range, and from its competitors.
The proposition needed to appeal to multiple target audiences, each with differing priorities, for example estates managers and infection prevention and control teams in hospitals.
Campaign messaging and assets would be adapted and used globally.
The delivery
“Insight-led proposition development to create differentiation and relevance for multiple target audiences, globally.”
The first stage, we collated and analysed the extensive research conducted by Vernacare which included customer focus groups, audience and market research and product development data.
Focussing on the customer, we devised the single most important truth – what matters to them most about the product in relation to their role and responsibilities.
From this, we proposed the overall positioning and proposition for the new Compact product.
While analysing the product and market information, we also developed a possible area for competitive advantage – namely, branding the proprietary technology that is used in all Vernacare disposal systems as SmartFlow™.
We then developed key messages around the propositions for the new Compact product and SmartFlow™, and a creative platform that would be central to the overall campaign.
Assets created for the 12-month campaign included a microsite, advertising, a range brochure, posters, direct mail, and email marketing.
The campaign was rolled out in the UK, and then globally, with positive customer feedback received on the new product positioning.
The delivery
“Insight-led proposition development to create differentiation and relevance for multiple target audiences, globally.”
The first stage, we collated and analysed the extensive research conducted by Vernacare which included customer focus groups, audience and market research and product development data.
Focussing on the customer, we devised the single most important truth – what matters to them most about the product in relation to their role and responsibilities.
From this, we proposed the overall positioning and proposition for the new Compact product.
While analysing the product and market information, we also developed a possible area for competitive advantage – namely, branding the proprietary technology that is used in all Vernacare disposal systems as SmartFlow™.
We then developed key messages around the propositions for the new Compact product and SmartFlow™, and a creative platform that would be central to the overall campaign.
Assets created for the 12-month campaign included a microsite, advertising, a range brochure, posters, direct mail, and email marketing.
The campaign was rolled out in the UK, and then globally, with positive customer feedback received on the new product positioning.
Kind words and warm applause
“From the beginning of the project we worked collaboratively with all members of the Upp team, from branding, creative, copywriting and digital. They 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
“From the beginning of the project we worked collaboratively with all members of the Upp team, from branding, creative, copywriting and digital. They 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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