Quality you can always feel: disposable products that make a difference

Quality you can always feel: disposable products that make a difference

Interview with Emanuele Mortarotti

"We've been manufacturing disposable medical and dental devices for over thirty years, and are well aware of the most common prejudice: the term "disposable" is seen as synonymous with fragility, waste, and compromise. For us, it’s quite the opposite.

Disposables must be reliable from the very first use, because there's often no second chance. That’s why at Dispotech we invest daily in quality control, materials research, and rigorous production processes. We wanted this commitment to be perceived, not just stated. 

We asked Playmarketing to help us communicate our idea of quality — one that can be recognised in the hands of professionals and in the patients' peace of mind.

But the idea of creating a commercial capable of elevating disposable products, restoring them to the role they deserve in moments when precision is everything, was easier said than done. 

Without any technicalities or rhetoric — and relying on truth. We wanted genuine emotion and clinical credibility. We wanted to convey that choosing the right masks, gloves, gowns, and drapes isn't a minor detail: it’s what ensures the team’s work will go smoothly, reducing the risk of breakages or unforeseen events, and contributing to a better outcome.

When we were presented with the idea of “birth”, we knew we were headed in the right direction. A couple, an uneventful pregnancy... then a call from the gynaecologist: an emergency delivery is required. That’s where our devices come into play. 

Not as "heroes", but as reliable tools that never fail — they protect, they adhere, they endure. The advert not only conveys our product, but our purpose as well. And it reinforces a principle that defines us: quality you can always feel."

Voice of Playmarketing

Faced with Dispotech’s idea, the creative challenge was formidable — to talk about disposables without resorting to technical clichés or shallow emotionalism. 

Conceived and headed up by Elisa Valt, who oversaw strategy, creativity, and each stage of the production process, the video strategy lay in a key insight: quality is not proven by technical data sheets alone, but by how the product performs when it really matters.

That’s why we chose a story everyone can understand: birth. It's a delicate, universal moment where every gesture must flow seamlessly.

In the narrative, the sudden shift — the decision to proceed with an emergency delivery — naturally underscores the importance of disposable devices: masks that don’t break, gloves that don’t tear, gowns that protect while allowing freedom of movement. 

The direction was carefully balanced to maintain tension and confidence, avoiding sensationalism. The claim “Quality you can feel. Always.” resonates on two levels: emotionally, as the audience perceives safety, care, and professionalism; and physically, as users truly feel the difference in touch, fit, and durability.

Completing such a sensitive production demanded close consultation with medical experts, meticulous attention to set details, thoughtful casting choices, and editing that prioritised gestures. No unnecessary artifice: the people come first, followed by the tools that enable them to do their jobs well.

The result is a commercial that's "beautiful" because it is genuine, and moving because it is essential. It doesn’t celebrate heroes — it celebrates competence. And it restores the dignity disposables deserve when quality is not an option, but a condition of safety.

The final chapter of this story will be its global debut at the Medica trade fair, where the video will stand as a public manifesto of the vision shared by Dispotech and its marketing team: choosing the right product means choosing operational peace of mind and superior results. Because, quality really is something you can always feel.