Cameron was hired by Crosstex to spearhead a repositioning of the company as a leader in infection control products for healthcare. We chose to focus on the company’s flagship product line: medical face masks. This category is one of the least understood in healthcare. Not only do health professionals view masks as a commodity product, they do not perceive that different types of masks offer different levels of protection.
We set out to position Crosstex as the technology and innovation leader in the face mask category. We developed a memorable tagline focused on infection control – Crosstex Protects – and launched an educational communication campaign focused on their most innovative product: SecureFit Masks. Striking, clinical package designs, an educational print campaign, and a demo video all served to lift SecureFit out of the commodity box and position it as a high-level infection control breakthrough.
SecureFit® Technology from Crosstex®
This demo video served to lift SecureFit Masks out of the commodity box and position it as a high-level infection control breakthrough.