Barrier Drapes

Highly Targeted Healthcare Print Campaign

Challenge

Mölnlycke Health Care wanted a highly targeted healthcare print campaign to help change the purchase habits of leading health institutions in the UK market.

The organisations were choosing to reuse drapes and gowns instead of single-use barrier drapes. As a result, they were leaving themselves and their patients susceptible: a prior 2001 study had showed 56% of reused products were found to have faults. Although these could be covered by stickers, the product was still being compromised in terms of hygiene.

Strategy

Specialist healthcare marketing agency Embrace conceived and created a highly targeted campaign that would effectively support the company’s sales approaches by reflecting the problematic nature of reusable gowns.

We created an interactive print campaign, where the audience was able to open up an A6 life-size replica paper drape and peel back the ‘hygiene’ stickers to discover how they could be at fault in terms of effective protection, quality standards and patient safety.

The campaign ran across direct mail, print ads and was supported by a microsite.

Result

The campaign was groundbreaking, the first time Mölnlycke had engaged in this type of targeted approach in such an innovative way that mixed media and platforms.

Highly effective, the campaign supported the sales team in making key approaches to healthcare professionals and procurement departments.

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