Siemens Healthcare
Proving the point.
Siemens Healthcare was known for delivering technology, not partnership. But, as the company transitioned from a product focus to a customer focus and from transactional selling to solution selling, it was critical to make the brand more relevant to hospital decision makers around the world, while also creating a unified market image that would make it easier for the internal sales force to rally behind. As healthcare organizations worked to improve the quality of care while driving costs down, it was clear we needed to offer demonstrable proof that Siemens could be the partner to help them do just that.
Based on data gleaned from global research, the “Proven Outcomes” campaign was born. From improved patient safety and nursing satisfaction to faster processes and streamlined collaboration, we were able to offer concrete, repeatable proof of how Siemens is working across the continuum to transform healthcare.
This campaign had the flexibility to work at both the brand level and also the product level. We also created Proven Outcomes Brand Guidelines—a supplement to the existing Siemens guidelines. We tiered the campaign, aligning it with each market’s focus and needs.
Results
The Proven Outcomes campaign helped unify a fragmented organization. The power of this showed in the numbers. While the campaign ran, new orders for Siemens solutions rose 10.3%. Siemens also realized improvements in 12 out of 12 key image attributes in the U.S. market and 10 out of 12 in Germany. Attributes included innovation, customer satisfaction and partnership. Siemens also achieved parity image position against GE, the market leader.
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