From complex to confident: Reframing attitudes in NPWT

Medical device manufacturer Smith & Nephew are constantly innovating, improving and exceeding expectations across the wound care category. However, negative pressure wound therapy (NPWT) devices are often viewed by clinicians as complicated, complex and time-consuming; personal barriers that stop them from delivering the best care to their patients.

The challenge
As their latest innovation, and upgrade to existing devices, Smith & Nephew wanted to launch RENASYS EDGE NPWT at EWMA 2025. With its sleek design, intuitive interface, and clinically-proven ‘easy to use’ promise – the client wanted to engage, excite and empower nurses working in wound care. So how could we take an existing therapy and reframe the perception with an innovative product?

The solution
We transformed our conference space into an exclusive, high-stakes heist – positioning RENASYS EDGE inside a locked cage, challenging clinicians to solve quick-fire question and puzzles to unlock the device and EDGE CLOSER. We empowered clinicians by referring to their own knowledge, challenges and experience of wound care, enabling them to solve the puzzles and gain access to the device.  

It was never about gatekeeping – it was about spotlighting accessibility.

We created content in and around the launch, including a high-speed fly-through video of RENASYS EDGE in-situ within acute care, showcasing its ability to seamlessly integrate with the day-to-day of wound care nurses and their patients.

The results
By inviting delegates to engage both physically and emotionally with the product, we mirrored what the brand itself enables in practice… making NPWT healing more efficient, more accessible, and maximising patient outcomes. 

More than 10% of conference attendees engaged with the experience. 

EDGE CLOSER didn’t just showcase a product, it shifted the conversation around NPWT.