A global product campaign for UrgoK2
Deliverables: Strategy / Design direction / Photoshoot / Campaign materials
Urgo K2 is a multi-component dressing that guarantees continuous compression for leg ulcers. It is the gold standard for care and is proven to reduce healing time. Urgo Medical wanted to increase their global market share, persuading healthcare professionals and other prescribers that the product, although more expensive, is ultimately cost effective and has better patient outcomes. We needed to change the product from being a 'last resort' to a first instance choice.
Our primary concern was to motivate and educate healthcare professionals to perceive the product in a new light and to begin to change behaviour. Research showed that for people suffering with Leg Ulcers, life seems to stop. There are high rates of isolation and depression – especially as many treatments do not work straight away.
The angle we concentrated on with this concept was the demonstration of a ‘before and after’ situation, showing how, by using Urgo K2, you can avoid or remove an unpleasant experience, and allow life to continue. Life is about moving forward and K2’s continuous compression lets the healing journey flow, hence the birth of the 'Life continues' concept. This was supported with a photoshoot, and a global campaign toolkit – allowing regional markets to roll out the campaign in the most effective way.
An idea that focuses on the patient is a clear differentiator away from product features. It shows what we all expect, keeping our lives continuing in the way they should.
undertaken by Stethos International October 2019