Introducing dew: helping brands get found

dewinter has launched dew, a new discovery service that shows where clients, buyers and customers now find and compare products, where competitors are winning, and what it takes to be in the answer.

Discovery has moved

When a nurse wants to know which dressing to use on an infected leg ulcer, where does she look first? A few years ago the answer was a rep, a colleague, a formulary or a quick search. Today, more and more often, it’s an AI assistant.

The same shift is happening right across the buying journey. Clinicians ask ChatGPT, Gemini and Copilot for product recommendations. Procurement teams compare formularies and guidance before they shortlist. Patients read forums and Reddit threads long before they speak to a nurse.

Every one of those routes ends in a shortlist. Brands that aren’t on it rarely get a second look – however strong their evidence.

The blind spot

Most brands still measure visibility the old way: website traffic, keyword rankings, the odd social and media report. But those tools only see a fraction of the picture. They can’t tell you whether an AI assistant names your product when a clinician asks for advice, whether your clinical evidence is easy to find and cite, or what patients are saying about you in the communities they trust.

That’s the gap dew was created to close.

What dew does

Our first dew service, the Clinical Discovery Audit, looks at all six channels where healthcare discovery now happens:
• AI assistants – ChatGPT, Gemini, Copilot and Perplexity
• Search and AI Overviews – the clinical and patient terms people actually use
• Clinical and formulary content – guidelines, formularies and education hubs
• Journals and conferences – where evidence gets discussed
• Patient and clinician communities – forums, Reddit and social groups
• Trade and health-service media – often the very sources AI tools cite

Every audit delivers four things: an AI visibility score, a side-by-side competitor landscape, a clear view of the evidence and content gaps holding a brand back, and a prioritised, compliance-aware 90-day action plan ready to take to the board.

And because visibility only matters if it turns into business, each audit can come with a dashboard that puts a value on the opportunity – the accounts, formulary listings and contracts a brand could be winning.

“We’ve spent more than three decades helping healthcare brands tell their story to clinicians and patients,” says Kate Cox, Managing Director of dewinter. “What’s changed is where those conversations start. More and more, the first answer someone gets comes from an AI assistant, and it’s drawn from sources many brands have never looked at. dew shows our clients exactly where they stand, where their competitors are ahead, and what to do about it.”

It’s a natural next step for dewinter. Since 1989 we’ve worked as creative comms for caring brands, with deep roots in wound care, medical devices and wider healthcare. dew brings that sector knowledge together with a new kind of visibility data, so the recommendations aren’t just technically right – they’re clinically credible and compliance-aware.

Healthcare first, with more to come

dew launches with healthcare, covering wound care, ostomy, urology, prescription delivery and women’s health brands. Sector versions for energy and other industries will follow.

For brands that want to keep track as things change, dew includes ongoing monitoring, with quarterly reports and reviews.

Find out where you stand

Every dew audit starts with a free walkthrough, so you can see how it works and what it would show for your brand before committing to anything.

To book a walkthrough, email Kate@dewinter.agency or visit dew.