Molnlycke Health Care wanted clients to view them as more than a supplier of wound care and surgical supplies. Health care workers should see Molnlycke as an informational and educational resource as well which would build brand loyalty.

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The program was branded as "Protect & Heal" with both divisions given representation. A marketing campaign was devised that began with a mail and email campaign. Recipients were directed to register for educational lectures held in the Molnlycke booth at a highly attended trade show.

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Throughout the host city, outdoor advertising reminded attendees of the "Protect & Heal" campaign and continued into the hotels and transportation stops. 

Once the show began, attendees would arrive at the Molnlycke booth to hear educational lectures from industry leaders. Working with the exhibit builder, the exhibit architecture was designed around a classroom that could accommodate 20 people. These lectures counted towards the required continuing education that health care workers must complete annually.