Refreshing a brand brings out product value against commodity competitors
Telling a brand story that sticks
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.
Hundreds to choose from
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.
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 that “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.
Standing out from the commodity pack
SCHERMER created a new visual identity for Red Dot electrodes, along with a new brand video and photography that focused on the connection between electrodes and patients. The new brand aesthetic and messaging were implemented in launch and reference materials, along with redesigned web properties. And everything was anchored by a new Red Dot electrodes call to action: Reach for the Red.
THE CONVERSATION, ELEVATED
The strategy of repositioning electrodes from commodity to critical component not only launched the new Red Dot portfolio, it reinforced 3M’s established position as experts in biomedical electrodes. The refreshed brand gave 3M a thought leadership strategy for addressing other patient monitoring issues, such as alarm fatigue.
By concentrating their offering, and elevating the conversation, the Red Dot electrodes team issued a challenge to hospitals and competitors alike: “We optimized. We recognized the importance of electrodes. You should, too.”