Project Description
Healthcare Marketing Consulting Case
Developing a private label brand strategy for hospital supply services company
Challenge
- National supply company providing value added services to member hospitals, with a focus on enhancing supply chain efficiency
- Existing private label program overly complex, not well positioned and under attack from regional distributorships
Action
- Situation assessment to confirm category, customer, company and channel dynamics
- Qualitative and quantitative medical market research with hospital buyers, suppliers, and distributors to identify and assess purchase criteria, procurement opportunities and private label equity
- Brand strategy concept optimization, designed to maximize relevancy, differentiation and brand fit (with organization mission)
- Comprehensive brand strategy, including detailed implementation action plan
Result
- Redesigned private label program, including streamlined product assortment and revamped pricing strategy
- Increased program penetration and revenue contribution among member hospitals
Learn more
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