If buyers think your product is a dime-a-dozen commodity, don’t accept that it is. SCHERMER set the 3M™ Red Dot™ brand of biomedical electrodes (BMEs) above competitors by calling out the superior performance of Red Dot electrodes, plus the simplicity and efficiency of their optimized product line.
From hundreds to choose from, to one clear choice
BMEs are small patches that stick to a patient’s skin and detect the heartbeat signals that become electrocardiograms (ECGs). There are hundreds of electrodes on the market. Hospital purchasing managers usually prioritize the cost of BMEs above performance. Clinicians generally use whatever the hospital buys. There’s little brand awareness. We had to show why the newly optimized Red Dot electrodes portfolio made a positive difference for both clinicians and purchasing, while maintaining 3M’s leadership in the BME marketplace.
Small brand change, big competitive difference
Research revealed that nurses were resigned to poor BME performance—hard to stick, weak signals, false alarms—because “that’s just how they work.” But thanks to 3M adhesives, Red Dot electrodes stick, stay in place, and provide reliable signal quality; making a critical improvement in patient monitoring. 3M wanted to shift the perception of Red Dot electrodes from commodity to performance and value. SCHERMER made it happen by launching the optimized portfolio with an overhauled Red Dot brand.
Messaging set the stage by emphasizing that “Using the right electrode matters” and how “Small changes can make a big difference.” We showed purchasing managers how the optimized Red Dot portfolio could reduce inventory costs. And the refreshed Red Dot electrodes brand told clinicians that BME performance now demanded their attention as a factor in achieving the best patient outcomes.
A brand that reaches for something more
SCHERMER created an entirely new identity and messaging strategy for the Red Dot brand, including evocative new video and photography assets that focused on the human connection between electrodes and patients. Something the industry had never seen before. The new visual and verbal brand was utilized across all-new launch and marketing materials, including videos, campaigns, collateral and redesigned web properties – all anchored by Red Dot’s new call-to-action: “Reach for the Red”.
The conversation, elevated
Repositioning Red Dot from commodity to critical components not only launched the new portfolio, it further reinforced and solidified 3M’s established position as experts in biomedical electrodes. For the first time, the refreshed brand enabled 3M with a thought leadership strategy for addressing other patient monitoring issues, such as alarm fatigue. By concentrating their portfolio brand position instead of marketing a vast number of electrodes, we were able to change the customer – and industry – conversation.
