RedDress: A messaging strategy & website to drive clarity and trust

Project background

RedDress Medical is a leader in autologous wound healing solutions for various medical conditions. Their website presented challenges in clearly differentiating products within their ActiGraft line, leaving both healthcare professionals and patients confused about the distinct benefits of each product. To address this, RedDress sought to refine its messaging, clarify target audiences, and redesign the website to better reflect these improvements.

The challenge

With the upcoming launch of ActiGraftPRO®, RedDress needed a website that not only reinforced their position as an innovator in wound care but also clearly communicated the differences between products in the ActiGraft line. The existing website lacked clarity on product differentiation, making it difficult for healthcare professionals and patients to understand the specific use cases and benefits of each product. RedDress partnered with Stryve to develop a new messaging framework and redesign the website to simplify navigation, improve user journeys, and solidify their reputation as a leader in wound care innovation across both U.S. and international markets.

The approach

Leading alignment for a clear organizational vision

To ensure the new messaging framework was rooted in authentic insights, we began by engaging the broader RedDress team through a qualitative survey. This short but impactful survey featured open-ended questions designed to uncover diverse perspectives, experiences, and priorities for the website relaunch.

By gathering anonymous responses from teams across Sales, Clinical, Management, Marketing, International, and Business Development, we gained a well-rounded understanding of the company’s internal challenges and aspirations. This alignment set the foundation for a unified strategy that reflected the collective vision of the organization.

Conducting an in-depth market analysis for better brand positioning

Our next step was to conduct a comprehensive market analysis to understand the competitive landscape, target audience needs, and website performance. This analysis included:

• Website Performance Evaluation: Using Google Analytics, we identified key areas of the existing website that required optimization to better serve user needs and improve engagement.
• Target Audience Motivations: We identified the motivations and concerns of healthcare professionals, including their focus on clinical outcomes, ease of use, and product efficacy. These insights directly informed the messaging strategy, ensuring it addressed their priorities effectively.
• Procurement Process Assessment: By examining the decision-making pathways in healthcare settings, we ensured the messaging was aligned with the realities of purchasing processes.
• Competitor Analysis: A thorough review of competitors revealed gaps RedDress could fill. Many competitors emphasized patient-centric narratives but lacked clear messaging around innovation and research. This presented a unique opportunity for RedDress to position itself as a transformative leader that prioritizes both clinical outcomes and cutting-edge development.

Strategically positioning RedDress for market leadership

To differentiate RedDress in an oversaturated market, we delved deep into their “why” to uncover what made the company and its products truly unique. We articulated this through a set of core statements designed to guide all future communication:

• Positioning Statement: Defines RedDress’s place as a leader in innovative wound care.
• Elevator Pitch: A succinct summary of RedDress’s value proposition for quick and compelling communication.
• Onliness Statement: Captures what sets RedDress’s apart from all competitors in the field.

These tools established a clear and compelling narrative, ensuring RedDress could consistently communicate its value across all channels.

Developing a messaging strategy using a thematic messaging framework 

The thematic messaging framework is centered on the idea of “Redefining Clinical Efficacy Through Innovation.” This overarching theme underscores RedDress’s commitment to advancing autologous healing solutions with superior clinical outcomes. Supporting this theme, we crafted key phrases to resonate with healthcare professionals, such as:

• “Transformative wound care solutions with high clinical efficacy.”
• “Healing wounds where others cannot.”

This framework provided a cohesive foundation for all messaging, aligning RedDress’ voice with its innovative mission.

Redesigning a website built for an expanding product line 

With the messaging framework in place, we were ready to translate RedDress’s renewed vision into a compelling digital experience. The next step was a complete website redesign that would bring their brand to life, align with their new messaging, and deliver an intuitive, visually engaging platform for their diverse audience.

The RedDress website redesign was inspired by Stryve’s successful work on the Gemini MedTech site, known for its clean, organized, and easily digestible design. RedDress wanted a similarly streamlined experience to better reflect their brand and accommodate their growing portfolio, which expanded from one product to three.

Designing for clarity, impact and audience differentiation 

The redesign aimed to simplify navigation, eliminate redundancies, and improve the organization of key resources like case studies and procedural videos. By enhancing visual engagement while maintaining a professional tone, the new website would present RedDress as both a thought leader and an innovative force in wound care.

Key priorities for the redesign included creating a more visually appealing and cohesive site, clarifying product differentiation, and emphasizing RedDress’s unique value propositions (UVPs). The updated design introduced a clear split between content tailored for medical professionals and patients, making it easier for each audience to find relevant information. Pages like “Technology” were revamped to shift focus from general wound healing topics to showcasing RedDress’s innovative solutions and clinical leadership. The navigation structure was simplified into four main categories, consolidating case studies, peer reviews, and resources while retaining essential sections like “About”, “News”, and “Products”.

Redefining the user experience

To achieve this transformation, the content strategy balanced technical depth with clarity and approachability, ensuring the website was informative for healthcare professionals yet welcoming to patients. Consistent branding elements and messaging aligned with RedDress’s core values, while visuals moved away from overly clinical imagery to more engaging alternatives that highlighted ease of use and impact. The new design not only simplified user journeys but also positioned RedDress as a dynamic and trusted partner in wound care innovation across both U.S. and international markets.

The results: A transformed market presence

With a solid messaging strategy in place, RedDress was positioned to amplify its digital presence through an updated website and supporting collateral, including brochures, videos, and illustrations. The new strategy not only enhanced brand visibility but also ensured meaningful engagement by addressing audience needs and concerns. This strategic evolution solidified RedDress’ reputation as a leader in wound care innovation.

The implementation of the new messaging strategy and website has already delivered measurable outcomes:

• Increased awareness among healthcare professionals.
• Enhanced perception of RedDress as an innovative leader in wound care.
• Improved website engagement and usability.
• Clearer differentiation from competitors in the skin-substitute market.

Leading the autologous healing market

RedDress’s journey to establish a clear and differentiated messaging strategy demonstrates the importance of understanding both market dynamics and audience needs. By focusing on innovation, clinical efficacy, and patient outcomes, RedDress is well-positioned to lead in the autologous healing market. This strategic approach will ensure that they not only communicate their value effectively but also foster trust among healthcare providers and patients alike.