Background
Formthotics is a globally respected leader in customisable orthotics, with a decades-long track record and distribution in over 50 countries.
With two key product portfolios – Medical and Sports – Formthotics is used by health professionals, athletes, and active individuals around the world. The brand has been evolving, but its messaging had not kept pace. Repetitive, inconsistent, and overly product-led communications were making it difficult to convey a clear, science-backed brand story, differentiate from competitors, or guide product selection effectively.
The Brief
Elion was tasked with developing value propositions and core marketing claims for the Formthotics brand at every level – from brand and portfolio through to product range and individual product. The goal: to create messaging that was structured, succinct, and scientifically substantiated. It needed to resonate across markets, unify communications, and empower Formthotics teams and distributors to confidently communicate the brand’s benefits to customers.
Our Solution
We took a strategic, phased approach to develop a robust and future-fit messaging framework:
1. Strategic audit & insight report
We conducted a detailed audit of Formthotics’ global marketing materials, analysing how the brand and products were being positioned across markets. Our insights and recommendations highlighted key opportunities to bring structure, clarity, and consistency to the messaging.
2. Messaging hierarchy and value propositions
Building on this foundation, we defined compelling value propositions at the brand, portfolio, and product range levels. We also identified the key messaging themes that would form the hierarchy for all future communications helping to shift focus from product features to customer value.
3. Development of core claims
With the framework in place, we developed a set of core marketing claims for each product, clearly articulating their differentiated benefits. Where possible, all claims were substantiated with scientific references, reinforcing the credibility of the brand and supporting its ambition to ‘own a space backed by science.’
This was a highly collaborative project with the Formthotics team. Contributors from marketing, sales, R&D, and business development representing key markets, including Asia Pacific, UK and Europe, Canada, South America, and the Middle East, helped shape a well-rounded and globally relevant result.
Outcomes
Clarity and consistency across markets
We delivered a messaging framework and set of claims that will be used to update and unify all Formthotics marketing materials globally.
Empowered distributors and teams
The core claims document provides a common language that enables all stakeholders – from in-house teams to external distributors – to speak confidently and consistently about the brand.
Customer-centric communications
Messaging now speaks directly to the needs and challenges of Formthotics’ diverse audiences from specialist podiatrists to niche sports retailers.
