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COLOPLAST: TRAIN WITH VISION
Role
Lead Concept Developer & Copywriter
Pre-interviews, testimonial scripting, on-set interviewing (Paris + United Kingdom), launch messaging development, creative direction
The Ask
Launch Coloplast’s SpeediCath Compact Digital Guide with a clear narrative and a usable toolbox (teaser, fact sheet, step-by-step guides, banner copy, and testimonial films) built for real training conversations between healthcare professionals and female IC users.
Strategic Insight
For female intermittent catheter users, comfort starts with visibility. 53% say finding the urethra is a challenge, turning the training moment into something physically intimate, emotionally loaded, and easy to second-guess.
The Approach
We built a launch story from the inside out, starting with personal conversations with healthcare professionals and female IC users.
Traveling to London and Paris, we surfaced global truths that rarely make it into product language, from the mental load of learning something new in a sensitive moment to the quiet relief when things finally click.
These interviews became the backbone of the work, shaping testimonial narratives first and creating a message foundation that guided the wider launch toolbox.
Result
A cohesive HCP launch toolbox that translates a sensitive, technically specific training challenge into a clear, confidence-building message system, consistent across educational, testimonial, and launch assets.
Formats developed: teaser messaging, fact sheet copy, step-by-step educational guides, banner copy, testimonial film scripting, and launch narrative framing.
Deliverables subject to confidentiality. Please reach out to discuss the project or review additional examples.