Simplicity pays dividends
Going in the opposite direction to the competition takes conviction but can create a point of difference, especially when it connects with the consumer in a better way.
Microlife is a major global healthcare consumer brand. It is estimated that over 20 per cent of the UK population owns a Microlife product and it is rapidly becoming the brand of choice for healthcare professionals.
BFG Healthcare Marketing was asked by Microlife to look at ways of increasing sales of its blood pressure monitors in view of new, strong competition from China.
Research highlighted that 72% of the consumer market for blood pressure monitors is over 60 years old and that the main reason this age group cited for not buying a monitor was that they believed it would be too complicated to use.
Manufacturers of blood pressure monitors have further confused potential buyers with a mass of alphanumeric product codes and techno-buzzwords that have no meaning for consumers.
We analysed the research and suggested that Microlife should launch a new range of blood pressure monitors that would address the issues of simplicity and ease of use.
The solution was ‘as easy as 123’, a new brand created by BFG that emphasises the simplicity of use and is free of confusing product codes and technical jargon.
Project Details
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Client
Microlife
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Projects commissioned
- Brand positioning
- Identity design
- Packaging
- Design for Print
- Marketing strategy
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