Medline Industries, LP Retail Division
FitRight® Fresh Start™ Brand Launch

Brand Strategy + Website & Content Development + Video/Photography + Digital Marketing + Social Media

The nation’s largest privately held manufacturer and distributor of medical supplies and services, Medline has been experiencing rapid growth in its retail business. To leverage the company’s vast healthcare expertise for the consumer market, they conceived the FitRight® Fresh Start™ line of female urinary incontinence products co-branded with global CPG powerhouse ARM & HAMMER™ Baking Soda. Armed with this strong brand but in need of concrete marketing assets, they tasked us with accelerating and activating the product launch and creatively differentiating this new line in an already crowded category.

  • Medline Industries, LP
  • Healthcare Manufacturing and Distribution
We developed a distinct FitRight Fresh Start brand story—plus a compelling big campaign idea—and executed an integrated marketing plan and actionable deliverables, leading to a successful product launch and easy-to-buy experience.

The range of projects managed and developed by our creative team was extensive. A mobile-optimized website—featuring a ground-breaking interactive Try-On Experience, a value-added knowledge hub as well as a seamless Click2Cart® shopping experience—anchors the brand. A robust portfolio of lifestyle and 3D product animation videos for web, social, streaming, broadcast, and email channels builds awareness. We also set up the brand’s social media platforms; plan, create, and deploy social content; and manage a growing online community to create ongoing affinity. To help Medline’s internal staff support these initiatives, we also developed comprehensive brand, customer service, and community management guides for FitRight Fresh Start.

We designed full-featured FitRight Fresh Start Amazon+ and retailer-affiliated online storefronts to precise specifications. By collaborating with a variety of cross-functional Medline teams as well as outside partners, we alleviated pain points with SmartCommerce software solutions that are now being implemented across Medline’s growing list of retail brands.