A hydrogel wound-care patch with strong scientific backing—moist healing, cushioning, faster epithelialization—was marketed broadly to “everyone,” from minor cuts to general OPD use. The intent was not to lose any customer segment. However, this diluted message resulted in low traction. Despite superior science, clinicians saw it as “just another dressing.”
The challenge was to uncover where the patch truly created undeniable clinical value and reposition the story around a meaningful customer value proposition rather than generic product claims.
Deep field immersion in hospitals revealed breakthrough insight: ICU nurses and wound-care teams were struggling with pressure ulcers, especially in immobilized patients. When trialed here, the hydrogel patch delivered exceptional benefits—
Moist healing environment accelerated wound repair up to 10× faster in early-stage ulcers
Cushioning effect redistributed pressure and minimized tissue damage
Hydrogel moisture supported autolytic debridement, softening slough and reducing nursing effort
We reframed the articulation from “a hydrogel dressing for all wounds” to “the ICU-grade pressure-ulcer solution that heals faster, protects better, and reduces workload.”
Within 60 days, ICU adoption increased 5×, procurement committees approved bulk use, and clinicians finally understood the WHY: it solved their biggest wound-care burden, not just another product on the shelf.