Background

Fresenius Medical Care is the world’s leading provider of dialysis products and dialysis care. Although they dominated the market, when they introduced the Optiflux single-use dialyzer, the product faced an uphill battle in that a) the market was dominated by reusable dialyzers and b) competitors employed a “bundling” strategy which effectively kept Optiflux out of the treatment regimen and c) there was much competitive noise in the marketplace. Fresenius had clear-cut clinical research results which documented Optiflux’s superiority in terms of product performance and biocompatibility.

Solution

Signature Brand Factory employed a multi-pronged approach to prove the superiority of Optiflux. Firstly, Signature highlighted the product’s clearly-proven superiorities by designing a set of seminars for nephrologists which presented all the data. We also developed an innovative interactive demonstration of the product which was emailed to practitioners, presenting a 3D representation of the product as well as its construction and breakthrough technology. While this laid the “groundwork” for the product’s superiority, Signature realized it would not be enough due to the competitive noise and subsequent confusion in the marketplace.

To truly differentiate the product, Signature focused on the end benefit of Optiflux’s technical superiority: having patients that feel better after their dialysis treatment, the single most important benefit to nephrologists.