Siemens Healthcare Molecular Imaging (MI)
Context: As a whole, the highly regulated healthcare field consistently experiences consolidation and cost pressure, resulting in healthcare systems simultaneously striving for efficiency, cost reduction and the improvement of quality of care.
The Siemens Healthcare Molecular Imaging business saw a need to address those pain points to position itself for long-term growth and success. First, it needed to leverage its leadership in the molecular imaging category — a small, but immensely important part of the healthcare space — by demonstrating its best-in-class capabilities and status of being the only vertically and horizontally integrated molecular imaging company in the world.
Beyond becoming the undisputed leading provider, there was opportunity to own the conversation around the increasing value and role of molecular imaging in improving the quality of healthcare.
Given Siemens' reputation of being inwardly focused, the company had to assert its value in a way that put the customer first, implementing a compelling message that resonated with clinical, operational and financial audiences working in all types of global healthcare facilities.
To do so, the ask was to:
- Develop a customer-centric messaging framework that encompassed Siemens MI's best-in-class quality, holistic process and commitment to care and
Position Siemens MI in a way to not only lead the molecular imaging conversation but also leverage its value to revolutionize the healthcare system
Methods: Competitive landscape, communication and design audits, stakeholder interviews, fieldwork (sales training workshop and manufacturing site visit), journey mapping
Outputs: Brand video, Siemens MI Biograph mCT and syngo.via brochures, and sales collateral, informed by our strategic brand positioning, brand narrative and character
My Geek Out Strategy Moment: As research, the team traveled to Knoxville, Tenn., to see the place where the Siemens MI PET and SPECT machines are built. We got to see Siemens MI's holistic process, which includes the building of the machines that ultimately produce the Siemens MI machines, to growing the crystals, to assembling the scanners.
Yes, field trips are fun. Especially when they take you to a new place. But they are not just fun but geek-worthy when complemented by this fact:
The process boasts an unbelievable sell rate; 100 percent of prospective Siemens MI machines buyers who are able to see the factory in Knoxville purchase a Siemens MI machine.
In collaboration with VSA Partners