The Situation

In 2019, Cult was hired to rebrand the incontinence product line for Cardinal Health. Cardinal had developed a new, breathable line of incontinence products, and wanted to create a strong, compelling, and differentiated brand strategy to increase its market share.

The Insights

Cult conducted in-depth interviews with nursing and administrative professionals in long term care facilities across the U.S. We specifically met with Directors of Nursing and Wound Ostomy Continence nurses (WOCNs) to better understand their views of the incontinence category and the key competitive brands, and to explore how decisions were made within their organizations. We also developed a deep understanding of the impact that this disease has on patients and their lives.

References

Joe Gilles
joseph.gilles@cardinalhealth.com

The Results

Cult created a comprehensive creative campaign based on the new tagline: For skin. For dignity. For life. which highlights the product benefits of breathability, and also addresses the loss of dignity that often occurs with incontinence. We created a brand video, a sales presentation, a direct mail box, brochures and other marketing materials.

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