Urgo’s UK launch of new foam dressing

Launching a new product into the NHS is not for the faint-hearted.

The clinical evidence has to be right. The messaging has to resonate with time-poor HCPs. And the creative has to cut through in a sector where most campaigns look… exactly the same.

When Urgo Medical asked our healthcare marketing team to launch their new foam dressing shapes into the UK wound care market, we started with a simple human truth: every body is different. And a dressing that’s shaped to fit real people, not just a wound, deserves a campaign that shows it.

“One Dressing. Every Body.” became the campaign platform. From there, we built the whole thing – concept, photoshoot, how-to-apply videos, HCP influencer interviews, direct mail, email, social, digital ads, and an interactive conference stand that put the product directly in clinicians’ hands.

We also aligned with the NHS Stop The Pressure initiative during Pressure Ulcer Awareness Month, giving the campaign national clinical relevance exactly when it mattered most.

The results:
→ 250,000 UK wound care specialists reached
→ 176% increase in website traffic
→ 30,000 HCP engagements on Meta
→ Nationwide HCP launch delivered

Healthcare marketing is a specialism. It demands clinical credibility, creative cut-through and the ability to speak fluently to both clinicians and patients in the same breath. That’s what we do.

If you’re a healthcare brand with a product launch, a campaign that needs a rethink, or an audience you’re struggling to reach – we’d love to talk.
👉 See the full campaign: Urgo new shapes