Using Purpose to Accelerate a Strategic Transformation
Coloplast
Situation
Healthcare systems around the world were under increasing pressure to control costs, and consumers were taking more active roles in their care. These trends were particularly strong within areas of intimate healthcare addressed by Coloplast.
To create sustainable growth, Coloplast set an ambitious strategy that included building direct relationships with millions of consumers while maintaining the loyalty of healthcare professionals. They knew their brand should play a leading role, and wanted to accelerate.
Solution
We started with a brand audit involving nearly 4,000 consumers as well as leading healthcare professionals in selected countries. At the same time, we mapped consumer journeys so we could reproduce the experiences that shape perceptions of Coloplast at all touchpoints. We used this combination of quantitative and qualitative input to help the management team set priorities for strengthening the brand and increasing the impact of marketing.
Implementation
We then facilitated brand strategy workshops with leadership and implementation projects including upgrading the visual identity, creating a new brand communication platform, and developing the launch campaign.
The business areas are now united by an aligned brand strategy. The new brand promise, “So you can be you”, adds a consumer orientation to the Mission of “making life easier for people with intimate healthcare needs”. And, the new visual identity is vibrant and alive, with the power to break through in consumer media.
Following the launch, we continued working with the business areas and global marketing teams, helping them align their content and media strategies, restructure engagement programs for healthcare professionals, and take brand management to a higher level.
Visual Identity Design by:
