Disrupting a Wound Dressing Market: Creating a futuristic impact with a new ConvaFoam global campaign

The foam dressing market is the largest segment within advanced wound care, dominated by 2 major wound care companies. While market research demonstrated that the majority of HCPs were 80% satisfied with their current choice of dressing, there remained a 20% level of dissatisfaction. Our aim was to position ConvaFoam as a ‘disruptor foam’ with a campaign designed to create impact, get HCPs interested to try it, and ultimately start to increase market share.

Customer research revealed an unmet need across four capabilities, where testing showed ConvaFoam was outperforming competitors. This gave us the opportunity to be bolder and challenge current marketing with an insights-led approach. We wanted to garner attention by creating a different narrative around how the product was signalling a ‘new era’ within the silicone foam dressing space, leading to the creation of the ‘Redefining Foam’ concept.

We developed the campaign messaging, CGI video, launch video & animations, social media roll-out and detail aids for sales teams, all combining for a strong campaign that has outperformed expectations.

The initial launch phase across markets used a bold and futuristic visual approach, focused on the dressing as innovation beamed down from the future. This was designed to stand out from the generic patient/clinician imagery often seen and lent itself well to being used in a variety of executions, including congresses. Our concept also showed it could evolve, by bringing a more personal connection via real testimonials and messaging around ‘Redefining My Care’.

ConvaFoam has now launched in 11 markets globally, whilst the data presented has been strong, the HCP and patient feedback has far exceeded this. The campaign has allowed us to start the conversation in a disruptive and compelling way, which in turn flows nicely to the key messages which clearly differentiates ConvaFoam from the competition.

As a result, the campaign has already exceeded all market expectations and forecasts – a clear indication of the campaign’s success. The Global campaign has maintained its look, feel – and more importantly – messaging, all of which resonating with all launched markets.