case study / next »

Challenge

In 2000, KCI approached HC&B to develop an awareness campaign focused on surgeons and nurses who commonly treated complex chronic and acute wounds. Our job was to isolate the most compelling clinical advantage for The V.A.C. and clearly articulate this advantage in order to elevate awareness and encourage trial.

Solution

To create a bold campaign consistent with the revolutionary nature of The V.A.C. Therapy System, HC&B employed metaphors rather than “before-and-after” pictures in order to demonstrate how VAC Therapy really could “Turn the Monumental into The Manageable.” The campaign ran in trade publications, direct mail, online, trade shows and was featured in various sales pieces.

Results

By the fifth year of the campaign, unaided awareness averaged more than 75% across all audiences in every care setting. V.A.C. sales rose from $50 million in revenue to $1.2 billion in seven years.