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Nihon Kohden

Building preference through thought leadership.

Background / Challenge
Nihon Kohden is Japan’s largest manufacturer of electronic medical equipment. Working with their U.S. patient monitoring division, BrandingBusiness was commissioned to create a North American brand and growth strategies for increased market share. Our objective was to develop the company into a thought leader, thereby building preference for their products and solutions.

Strategic Insights
Working closely with Nihon Kohden leadership, we identified an opportunity for the company’s innovative products to fill the critical need of hospitals to improve quality of care while lowering costs. We created a new category of patient monitoring and branded it “Defensive Monitoring.” We promoted the concept in sales presentations and substantiated it with a new suite of interrelated products—and coined the suite Prefense, a conjugation of “preventative” and “defense.”

Using this approach, we repositioned the corporate value proposition as a solution sell and supported it with the new tagline, “Transforming patient care with technology.” Then we created a go-to-market strategy to penetrate new targets and implemented it.

Based on its analysis of the multi-parameter patient monitoring equipment market, Frost & Sullivan recognized Nihon Kohden with the 2008 North American Frost & Sullivan Award for Market Share Advancement. Nihon Kohden has gained a solid foothold in this mature and highly competitive market through various successful competitive strategies. They have experienced unprecedented growth, their awareness/thought leadership has grown dramatically and, most importantly, hospitals and patients are benefiting from the many technological advancements and contributions Nihon Kohden has made to the industry.


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