CUI
Cox-Uphoff International
Our target audience was surgeons (the ads ran in medical journals). The benefit of the product was that it was very flexible, unlike competitors' surgical drainage tubes that were stiff like drinking straws--very uncomfortable for the patients, and also more prone to displacement of tissues when the patient moved and thus more prone to infection.
To demonstrate how flexible our surgical drainage tube was, I tied it into a surgeon's knot. Every surgeon would recognize the knot.
Unfortunately, art directors didn't.
I set things up at the photo shoot and then left for another appointment, and the art director wasn't esthetically pleased by the shape of the surgeon's knot I'd tied in the surgical drainage tube, and he untied it and re-tied it the way he liked. It killed one of the subliminal features of the ad.
It was still a strong ad. It worked really good.
In a magazine full of generic "We Are The BEST!!" ads, the FLEXIBILITY ad really stood out, and if you defeated the blandness of the typography and read the text, it was very informative and persuasive. So it generated some response.
Flexibility
Silicone drainage systems from Cox-Uphoff International are flexible in more ways than one.
Medical grade silicone is soft and pliable, resulting in better wound site healing, less tissue scarring, and greater patient comfort.
Because silicone elastomer is essentially inert, clotting and encrustation are minimized.
The CUI DS-1 drain can be split to form a dual system: it can be used as drain and irrigation simultaneously, and, with the addition of an air filter, it can be used as a sump drain.
That's flexibility.
All CUI drains are completely x-ray opaque and have one-way valves to prevent reverse fluid flow. They are economically disposable as well as simple to use.
You can be assured of state-of-the-art silicone technology to meet the highest standards of the medical profession when you use silicone drainage systems and silicone implants from Cox-Uphoff International. |
