Following a pitch against three other agencies, Wächter & Wächter was awarded with the international budget for the relaunch of mediven, a leading brand of medical compression socks and stockings. mediven belongs to medi GmbH in Bayreuth, one of the world’s largest manufacturers of medical aids. With over 1,700 employees, branches in 13 European countries and more than 90 export markets around the globe, medi is one of the most important players in the international market. “Intensive work in development and the use of numerous patented manufacturing processes make medi a leader in innovation,” says Marco Ludwig, managing director at Wächter & Wächter. “This special position should also be expressed in the company’s marketing activities.”
As part of the mediven brand relaunch, large numbers of final consumers will for the first time be addressed in addition to the niche target groups of doctors and medical equipment suppliers. It is necessary to develop what are still rather unusual brand preferences in this market and to generate demand from the general public, who will in turn ask doctors and specialist stores about mediven products. For industry experts, the focus will be on advertising innovative product improvements that demonstrate and revive the company’s commitment to being a market leader in quality, thus increasing the willingness of medical professionals to recommend the brand to patients.
Under the leadership of Marco Ludwig and creative director Ilka Vogtmann, the agency team will also develop new branding. In addition to print advertisements in the national and specialist press, there are plans for sales promotion activities, brochures, POS materials and a new trade fair presence. The first results can be seen in May at ORTHOPÄDIE + REHA-TECHNIK 2012, the orthopedics and rehabilitation exhibition in Leipzig.