BLATCHFORD

See how PositiveBrand helped Blatchford turn deep research and stakeholder insight into a unifying global brand platform, integrated marketing ecosystem, and audience-specific messaging for O&P clinicians, healthcare partners, patients, and caregivers.

Our Challenge

Blatchford has been helping amputees regain mobility since 1890, but the prosthetics category is highly technical, deeply personal, and shaped by multiple audiences with different needs. Patients, caregivers, physicians, prosthetists, orthotists, and O&P clinicians all needed messaging that was specific to their concerns while still reinforcing one clear brand position.

Blatchford needed more than a campaign. They needed a unifying message platform that could translate their product innovation, clinical expertise, and patient-first philosophy into clear, consistent marketing across audiences and international markets. Their primary focus was reaching the doctors, prosthetists, and O&P clinicians who influence product selection, patient care, and long-term mobility outcomes, while also speaking directly to the end users whose lives are changed by better prosthetic solutions.

Our Approach

We began with an extensive Brand Discovery process to understand the prosthetics industry, the competitive landscape, and the real-life decision-making process behind prosthetic care. We conducted secondary research, studied Blatchford’s competitors, attended clinician training, visited prosthetic clinics, interviewed clinicians and patients, and reviewed Blatchford’s existing content library.

That research led to a three-day Messaging Workshop with Blatchford’s key brand stakeholders. Together, we explored the motivations, barriers, attitudes, and perspectives of both clinical audiences and patients when choosing a prosthetic solution. From that work, we developed Blatchford’s Universal Message: We Keep You Moving.

The platform was supported by three core benefits: Choice, Collaboration, and Better Outcomes. We then built an extensive Messaging Matrix that gave Blatchford’s marketing team a practical toolkit for speaking to every audience through the same brand filter, while still adapting the message to each group’s needs.

From that strategic foundation, we developed a wide range of integrated marketing materials targeting both B2B decision-makers and end users. This included testimonial videos, social media content, paid digital media creative, sales collateral, event marketing support, marketing email, landing pages, and audience-specific campaign messaging. Each execution was designed to support the same core position while addressing the distinct concerns of prosthetists, orthotists, O&P clinicians, physicians, patients, and caregivers.

The We Keep You Moving platform also became the foundation for future marketing initiatives, including BAM!, the Blatchford Ambassadors of Mobility program, which gave real amputees a voice in product experience, education, advocacy, and community engagement.

Our Results

The Universal Message Platform gave Blatchford a clear, flexible foundation for brand consistency across products, audiences, and markets. Instead of treating patient, caregiver, physician, prosthetist, and clinician communications as separate efforts, Blatchford could now speak through one strategic brand idea: We Keep You Moving.

The Messaging Matrix gave the internal marketing team a practical tool for developing audience-specific communications without losing brand focus. It helped align messaging around Choice, Collaboration, and Better Outcomes while allowing each audience to hear the message in terms that mattered most to them.

The work also gave Blatchford a broader, more integrated marketing ecosystem. Testimonial videos brought patient and clinician experiences to life. Sales collateral and event materials supported conversations with O&P professionals and healthcare partners. Paid digital creative, social content, email, and landing pages helped extend the message across digital channels and campaign touchpoints.

Together, these efforts brought direction and unity to Blatchford’s international marketing. The We Keep You Moving campaign has been used to consistently communicate Blatchford’s primary benefits across international markets, including the US, UK, Canada, Germany, India, France, and Norway. The platform also created a strategic foundation for programs like BAM!, extending the brand from messaging into authentic patient storytelling, collaboration, and advocacy.