ALLEVYN - Smith + Nephew - For what you really care about

Smith+Nephew are global leaders in advanced wound care. Their ALLEVYN range of dressings have been on the market for over 30 years and have constantly evolved in order to meet the needs of nurses and the patients under their care. 

Smith+Nephew wanted to remind their customers why ALLEVYN has always been a nurse's favourite in order to protect and grow their market leading status.

ALLEVYN dressings are so technologically advanced, that explaining their functionality would take up too much of a busy nurse's time. Instead, we helped S+N to cut through the technical nonsense and communicate what truly matters: how the dressings benefit their patients.

Whilst we were keen to not fall into the category trap of talking tech, we didn’t want to downplay the clinical evidence supporting these dressings in our messaging. We came up with the line ‘It takes a great deal of innovation to be this simple’, ensuring that the brand's heritage was clear for all to see. We made the tone more human, speaking to nurses in the same no-nonsense way that they speak - demonstrating empathy and understanding for their role.

We also highlighted the patient benefits by featuring them prominently in the campaign, literally writing on the dressings themselves. As a busy nurse, you want a dressing you can trust, from a company you can rely on. That is exactly what patients and care providers get with the ALLEVYN range. The campaign used print, digital and social to target nurses and guide them to a dedicated microsite full of useful hints and tips about the dressings.