Case study: Acelity AWT

Communicating the benefits of a unified approach to hospital decision makers

250px-Acelity-logo

When Acelity purchased KCI in 2014 it created a comprehensive advanced wound healing portfolio. This was further strengthened by a range of dressings from new sister company Systagenix. Acelity and KCI approached UP to help create a piece that would communicate this story to the large value decision making committees in hospitals.

Location

United States

Sector

Medical device

Service

Branding & communications

Background

Acelity is a global medical device company focused on the healing and regeneration of patient wounds. It has three subsidiaries that develop wound therapeutics and regenerative medicine products: KCI and its sister companies LifeCell and Systagenix. Acelity's products are sold in more than 75 countries around the world where its workforce numbers more than 5,500 people.

The brief

When Acelity purchased KCI in 2014 it created a comprehensive advanced wound healing portfolio. This was further strengthened by a range of dressings from new sister company Systagenix. Acelity and KCI approached UP to help create a piece that would communicate this story to the large value decision making committees in hospitals. They wanted one comprehensive piece that could be updated and used in a modular format by sales teams. The aim was to show how Acelity could be a ‘one stop shop’ for the hospital’s wound healing needs, offering greater value, ease of use and consistency compared with competitor offerings.

The solution

We set about the mammoth task of auditing all existing literature across the KCI advanced therapies range, as well as the new branding materials created for Acelity. We then audited similar materials from several key competitors to create a central depository of content that could be used to start shaping a value and comparison story. This included a range of competitive aspects, right down to approved labelling as set by the FDA.

From this information we created a ‘dossier’ that compared the features and benefits of KCI products versus the competition and positioned Acelity as the most complete, advanced range of products on the market. It highlighted key differences between KCI products and their competitors, as well as the core differentiators of KCI’s superior range of devices. The information was presented in a modular format that enabled the sales team to add or take away pages, customising the dossier for individual clients or presenting a full and comprehensive story for larger committee consideration.

 

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The results

The dossier not only offered a convincing story for Acelity’s NPWT portfolio, but the fact that it was so beautifully conceived and designed helped to build the Acelity brand. It was launched at the national sales meeting and received overwhelmingly positive reviews. When a draft was put in front of the sales team for litmus testing they gave it their highest ever score.

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