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KCI V.A.C.® Therapy
Challenge
KCI approached HC&B to develop an awareness campaign focused on surgeons and nurses who commonly treated complex chronic and acute wounds. HC&B was enlisted to isolate and clearly articulate the most compelling clinical advantage for V.A.C. Therapy, elevating awareness and encouraging trial.
Solution
To create a bold, impactful campaign consistent with the revolutionary brand essence of the V.A.C. Therapy System, it was critical that the campaign have solid stopping power. HC&B employed metaphors rather than commonly used “before-and-after” wound images to demonstrate how V.A.C. Therapy really could “Turn the Monumental into The Manageable.” The fully-integrated campaign extended through clinical journals, direct mail, digital, convention promotion and sales collateral.
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 have rocketed from $50 million in revenue to approximately $1.4 billion today.
