FLEN HEALTH
Positioning Flaminal as the Essential Solution for AMS Protocols
Objective
Flen Health wanted to shift the perception of Flaminal among UK healthcare professionals, positioning it as the go-to product within antimicrobial stewardship (AMS) protocols.
Antimicrobial resistance (AMR) has been declared one of the top ten global public health threats by the World Health Organisation and sits on the UK Government’s National Risk Register. Healthcare providers are under growing pressure to prioritise infection prevention, reduce reliance on antimicrobials, and adopt effective alternatives where appropriate.
Flaminal’s multimodal mode of action makes it a natural fit for AMS protocols, but that story wasn’t being told consistently in the UK market.
The brief called for a campaign that would do three things: raise the profile of AMS protocols, articulate Flaminal’s clinical fit, and arm the sales team with a toolkit of online and offline assets to drive the conversation forward.
How we did it
We began with a planning and discovery phase, conducting a light-touch market review and competitor audit to ground the campaign in the real conversations happening across the AMS landscape. This gave us a clear picture of where Flaminal sat relative to alternatives and what mattered most to different stakeholder groups.
From there, we developed campaign positioning territories that reframed Flaminal around the clinical priorities of AMS. Rather than leading with product features, we built the messaging around Flaminal’s multimodal mode of action and its unique ability to address wound infection prevention and management in a way that aligns with responsible antimicrobial practice.
With a clear platform established, we explored the campaign look and feel in keeping with Flen Health’s existing brand guidelines. The approved creative was then applied across a comprehensive asset toolkit and a sales team competition designed to drive field engagement and generate shareable content.
The campaign launched in early July and was met with strong uptake from the sales team, giving them a clear, confident way to open and develop conversations around Flaminal as part of AMS protocols.
Embrace were great to work with on our recent campaign, helping us bring to life the message around how Flaminal's multimodal mode of action makes it an ideal solution for AMS. They came with strong ideas, were collaborative throughout, and were always flexible. The campaign has been really well received by the sales team and the mix of online and offline assets that they created has driven good engagement and generated valuable content.
