Spenco Medical Corporation - 2nd Skin Moist Burn Pads
Problem:
How to introduce a new woundcare product in a market dominated by Johnson & Johnson and Kendall-Futuro.
Solution:
Leveraged the unique attribute of the new product (its moisture content) to position it to meet the unmet need of burn treatment (e.g. you put fire out with water).
Focused on gaining trial by occupying the burn treatment niche and building repeat purchases based on the product's extraordinary efficacy.
CenterBrain Positioning Breakthrough:
96% Water! They soothe and protect household burns.
Results:
· 2nd Skin is launched and, despite low levels of support, gains national distribution.
· Product pays out in thirteen months.