Mölnlycke is a Swedish, world-leading medical solutions company – their business is positioned across three main areas, Wound Management, Prevention and Surgical Solutions. We worked with the UK arm to develop a rolling education platform.
Our partners, Pink Marketing, were approached by Mölnlycke to pitch for work which was part of 2-year programme to bring the company closer to their customer base in the UK market. This national approach required us to provide support with:
Pink have worked in the medical devices sector, managing national and international Key Opinion Leader (KOL) programmes for some years and have specific knowledge that helped us assist Mölnlycke to identify, categorise, build and manage relationships with Healthcare Professionals. Working together in a structured way and building mutually beneficial relationships with KOLs is invaluable for any healthcare company and has a positive impact on many different segments of the business including new product development, marketing and sales and education. It’s a bit like working with influencers and seeing how you can shape new ideas together.
Rather than just jumping into projects, we like to understand the problem first. For Mölnlycke that meant undertaking some detailed 1-2-1 stakeholder interviews with KOLs and surveying the sales force to understand what was working well and what wasn’t. We discovered that people had meeting fatigue, they were bored with seeing the same faces and the same presentations at events and wanted a more meaningful experience that could genuinely enhance their career at whatever stage they were at. So we developed a solution that would speak to that and move Mölnlycke’s offering forward.
Mölnlycke have some pretty tight brand guidelines and that works well for us as it means we can focus on the creative and what’s possible within the edges of the brand. We came up with several concepts and settled on a typographic solution using the shapes from their logo as a metaphor for ‘moving in different circles’. We created a fresh look and feel and designed the event to have sustainable elements to align with Mölnlycke’s Swedish values. Rather than splashing out on single-use flowers, we sourced succulents and left little notes saying take me so delegates could take them away after the meeting. We also used simple glass vessels and filled them with lush green apples sourced from Borough Market so delegates had a healthy snack and could take them away and rustle up an apple pie or something equally apple-y post event
We liked: Working with the in-house team to shape an authentic, new and exciting way to deliver in person meetings. And visiting the historic surroundings of the Royal College of GPs