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Overview
Mentor, which is a brand of Johnson & Johnson, produces silicone implants for both aesthetic and reconstructive breast surgery. All the products manufactured by Mentor are produced in the USA and are FDA-certified. Over the past 20 years, Mentor implants have established themselves as the safest option among surgeons in the Ukrainian market. However, women tend to choose safety as a lesser criterion. Instead, they prefer cheaper options, even though they are less safe. It is worth noting that MENTOR® implants are the most expensive in Ukraine.
Credibility
Description
To increase women's recognition and loyalty to MENTOR® implants, we conducted a series of interviews with well-known plastic surgeons in Ukraine, their patients, and members of the Mentor UA team. We closely examined women's attitudes towards mammoplasty—their goals, expectations, and fears.
Communicating with the audience allowed us to define the positioning: MENTOR® is an expert in mammoplasty concerned with women's health and safety.
From this positioning, the creation of a creative platform for further communication began.
Creative Platform: Encyclopedia of Mammoplasty
This comprehensive online platform integrates a website, YouTube, and Instagram. Here, patients can find answers to all their questions, get acquainted with leading plastic surgeons in Ukraine, choose a clinic, join the loyalty program "Mentor-club," watch educational videos and much more.
Mentor
A YouTube channel that features interviews with well-known plastic surgeons in Ukraine, dedicated to issues of mammoplasty.
We implemented a website as an informational portal about mammoplasty as part of our communication strategy. This portal provides patients with all the necessary information without having to search the depths of the Internet. We created promotional materials, including a patient calendar. Developed with leading plastic surgeons, the manual guides patients through mammoplasty preparation, behavior, and aftercare. We launched a digital advertising campaign for the launch of the online encyclopedia of mammoplasty.
