Smith+Nephew – PICO Relaunch
The Challenge
PICO is a hero brand at Smith+Nephew – It has revolutionised incision management and the prevention of surgical site infections and complications. We needed to talk to surgeons of varying persuasions and help them see the truth of the issue they are dealing with. Many of their patients are at risk, and yet they’re not taking the necessary steps to protect them.
The rational approach for PICO has done what it can. We now need to dial up the emotion.
Our challenge was to help Surgeons put PICO on their RADAR as part of the package of care that they provide. Once they’ve done the hard work they need to ensure that PICO protects their craft - whether it’s them applying the dressing or the wider theatre team.
The Idea
Surgeons have a reputation that precedes them – brilliance. However, there is something else that unites them - they all work under extreme pressure. They don’t take risks.
Leave Nothing to Chance
Let’s lean in and celebrate these "A Type" attributes with detailed designs that show with PICO, surgeons can be in control over everything from pre-op through peri-op and onto post-op. We will put surgeons front and centre of the comms and hero them in a way they will notice and appreciate.
The Impact
The digital campaign launched well, showing that PICO will now be associated with professional surgeons who want the best result rather than being a postoperative afterthought left for someone else to consider.