Project Description

Hospital Marketing Firm

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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