Developing a value proposition and private label brand for a hospital supply companyEquiBrand2022-04-15T07:58:30-07:00
Project Description
A leading hospital supply company wanted to increase efficiencies through a streamlined value proposition and a re-launched private label program.
The existing proposition and program were managed ad hoc which contributed to inefficiencies and customer confusion.
A new value proposition, private label program, and brand positioning were developed using a market-driven, test-and-learn approach.
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 other 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
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