3M™ RED DOT™
Refreshing a brand brings out product value against commodity competitors
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 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.
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.