THINK SKIN DEEPER
Inspiring an entire division to put skin in the game
thinking beyond products to a more relevant purpose
3M Medical Solutions provides best-in-class skin, wound and I.V. solutions to healthcare facilities. But like many B2B companies, it was launching and marketing products individually, instead of marketing its solutions collectively.
To remain relevant in a competitive and consolidating industry, 3M wanted a strategic platform that would enable them to go to market with a single narrative that would unite their entire division – and inspire the entire industry.
thinking skin deeper leads to a new story and strategy for division
Skin is something that all patients, and people, have in common. It’s also what connects 3M’s healthcare expertise and many of the product lines in Medical Solutions. The curious thing about skin is that while it’s our most visible organ, it’s often overlooked and underappreciated in a clinical setting, putting patients – and care facilities – at risk.
With SCHERMER’s help, 3M set out to create a new industry conversation about skin and its ultimate importance in the care process – with the goal of showing how 3M ultimately transforms patient experiences and outcomes.
“Think Skin Deeper” is a first-of-its-kind, division-wide, go-to-market platform that ties together all of 3M’s skin and wound care products under an integrated thought-leadership and clinician education umbrella.
using truly touching, true stories to get under peoples’ skin
Telling clinicians that skin matters is easy, but also easy to forget. Showing them why it matters is powerful, and hard to ignore. To change outcomes, we need to change clinician behavior. And changing behavior begins with changing minds – one conversation at a time.
By sharing powerful first-person perspectives from people who’ve been forced to think – and feel – about skin differently, we helped make skin issues real and relevant. And by sharing valuable company-wide expertise, we’re helping 3M Medical Solutions become the industry’s trusted partner and true protector of skin.
What we did
Messaging and Positioning Strategy
Print, Digital and Social Advertising
Digital Content Hub
Internal and External Launch Videos
Launch Presentation and Style Guide
relevant and ready for what’s next
Empowered by a cohesive and comprehensive story that’s now contextually meaningful to all healthcare audiences, the 3M Medical Solutions division is better positioned to go to market in full confidence and full force.