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Developing a private label brand strategy for hospital supply services company
| Challenge |
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National supply company providing value added services to member hospitals, with a focus on enhancing supply chain efficiency |
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Existing private label program overly complex, not well positioned and under attack from regional distributorships |
| Action |
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Situation assessment to confirm category, customer, company and channel dynamics |
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Qualitative and quantitative research with hospital buyers, suppliers, and distributors to identify and assess purchase criteria, procurement opportunities and private label equity |
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Brand strategy concept optimization, designed to maximize relevancy, differentiation and brand fit (with organization mission) |
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Comprehensive brand strategy, including detailed implementation action plan |
| Result |
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Redesigned private label program, including streamlined product assortment and revamped pricing strategy |
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Increased program penetration and revenue contribution among member hospitals |
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