Gynecare, a division of Johnson & Johnson, needed to rebrand their nonabsorbable prolene soft mesh indicated for pelvic reconstructive surgery in cases of prolapse. The name had to appeal to two groups of medical specialists — surgical urologists and gynecologists — while also building brand awareness among consumers. Prolift achieves these objectives, with a positive tone and global viability.
This project was one of several in a broader initiative. First, Applebaum conducted a brand architecture assessment of all products in the Gynecare line, identifying areas for optimization. Next, a uniform brand architecture and line extension strategy were developed. The resulting plan called for rebranding several existing products, including Prolift, and provided a model for future product introductions.