URGO MEDICAL
From Wound Care to Quality of Life: Global Product Campaign for UrgoK2
Objective
UrgoK2 is a multi-component dressing that guarantees continuous compression for leg ulcers. It is the gold standard for care and is proven to reduce healing time. Urgo Medical wanted to increase their global market share, persuading healthcare professionals and other prescribers that the product, although more expensive, is ultimately cost effective and has better patient outcomes.
Our task was to reposition UrgoK2 as the first-choice treatment, compelling prescribers to see its true value.
with regional market adaptation.
compared to previous product benefit led campaign approaches.
with healthcare professionals and patients.
How we did it
The angle we concentrated on focused on how we could change behaviour. Research showed that for patients with leg ulcers, life often comes to a standstill, leading to social isolation and emotional distress. Treatment therefore isn’t constrained to just treating the wound, it also includes providing quality of life back to patients.
We developed the "Life Continues" campaign – a before-and-after concept demonstrating how UrgoK2 enables faster healing and a return to normal life. The campaign visuals focused on movement and continuity, reinforcing the idea that the right treatment means less disruption, better quality of life and better outcomes.
The execution included a global photoshoot to bring the concept to life, a comprehensive campaign toolkit for local markets, and a suite of digital and print assets to support adoption. With a compelling patient-first narrative, Urgo Medical now had a campaign that stood apart – one that didn’t just sell a product, but offered a better outcome.
An idea that focuses on the patient is a clear differentiator away from product features. It shows what we all expect, keeping our lives continuing in the way they should.
