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lthough Blatchford’s history with helping amputees regain their mobility dates back to 1890 when they were first founded, our involvement with their brand is a little more recent. In 2021, Positive Brand was selected as Blatchford’s agency of record based on our scientific approach to creative solutions and our years of experience with health care organizations like ManeGait and The Braille Institute that focus on helping people with disabilities. 

Research and Insights

The field of prosthetics is a highly specialized and technical one and we had a lot to learn when we first started working with Blatchford. We applied our Brand Discovery process to the task of uncovering the insight we needed. We began with secondary research on the industry, the marketplace, and Blatchford’s primary competitors. We attended clinician training where we met with prosthetists and clinicians and learned first hand how patients are fitted for their prosthetic device. 

And we visited prosthetic clinics where we interviewed clinicians and patients as they were experiencing Blatchford products for the first time. This was followed with a series of one-on-one interviews with patients that told us their stories about how they experienced limb loss, their introduction to their prosthetic, and their rehabilitation. 

Finally, we analyzed Blatchford’s extensive content library to learn about the approach to messaging they’ve taken with their audiences in the past. All of this led to our Messaging Workshop we conducted with Blatchford’s primary brand stakeholders. For three days, we explored the attitudes and perspectives as well as the motivations and barriers that clinicians and patients face when choosing a prosthetic. 

Creative Solution

All of that research and insight led to our development of Blatchford’s Universal Message “We Keep You Moving”. The message is bolstered by three supporting benefits: Choice, Collaboration, and Better Outcomes. Based on the hard work that went into our Messaging Workshop, we came out with a Messaging Matrix that provides Blatchford’s marketing team with a toolkit of distinct, strategic messages for every audience and every supporting benefit.