Hitachi Healthcare Americas
Repositioning the Brand
Hitachi Healthcare Americas faced fierce competition from the largest manufacturers in the medical equipment industry and lacked top-of-mind presence. Mitigating any perceived risk regarding the lesser-known Hitachi brand would require a thorough understanding of the decision makers holding the purse strings.
hfa research revealed that at this investment level, prospects won’t take risks on unknowns. With this in mind, we crafted new influencer personas and a brand position that helped recast what an ideal provider can be: a total solutions partner that delivers quality products and endless service while putting people first. Rather than trying to emulate the bigger brands, Hitachi was able to own ‘integrity of care’ and set itself apart.