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When Konica Minolta Healthcare America (KMHA) wanted to unify their brand across all modalities, they turned to Overskies. But this unification wasn’t merely about aesthetics; it was a strategic move to enhance their market presence, establish a consistent customer experience, and reinforce their commitment to improving the physician-patient experience through innovation in healthcare technology.
To kick off the brand refresh, we conducted a comprehensive audit of their current branding, and conducted extensive discovery sessions with employees, dealers, and medical professionals, which painted a picture of KMHA as a trusted brand in the healthcare technology market. We found that its global brand familiarity combined with its reputation for decades upon decades of experience in imaging innovation was a priceless asset. This brand familiarity is a cornerstone strength, emphasizing diverse offerings in X-ray, Healthcare IT and Ultrasound. Most importantly, their customers, from radiologists to anesthesiologists, orthopedists and physiatrists, all were highly satisfied with the solutions KMHA offers.
We also uncovered that organizational coherence was a challenge, with noted misalignments across various modalities and communication hiccups internally. Because of this misalignment, customers defaulted to evaluating KMHA on price and product feature comparisons, a weak starting position in a saturated market. Our discoveries led us to the insight that despite KMHA's diverse and innovative product and service offerings, the absence of a cohesive brand narrative often forces them to compete on product features and price. And that is a fight no one is winning.
Further research into their competition revealed a glaring gap in human-centered creative. Only one of their main competitors had done anything to promote the experience their customer’s patients would receive. Research conducted within the patient segment revealed that this was of the utmost importance, as heading into these procedures came along with a lot of fear and anxiety.
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Overskies recognized that the way to avoid the unwinnable feature/benefits war was to focus on the true motivation of healthcare providers — to enhance the patient/provider experience. These people are not just technologists, they are also caregivers. By uncovering the fundamental purpose behind KMHA's vast and innovative solutions, we aimed not only to connect the narrative across its various modalities but also to forge a deeper connection between KMHA and its customers. This approach allowed KMHA to sidestep the futile race of selling on price and product features and instead acknowledge that, as caregivers, both its customers and the company share a common ethos.
Recognizing the necessity to enhance and harmonize the KMHA brand narrative, we sought to draw upon the longstanding Konica Minolta brand legacy. Our goal was to communicate to customers a clear identity and unite their diverse modalities under a singular, overarching mission.
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After our research, the initial focus was the logo. Though we didn't undergo a complete overhaul, our suggestion involved a subtle addition — incorporating "Healthcare" into their well-established legacy logo. This small shift aimed to bring them in line with industry peers, enhance relevance in the market, distinguish them from the parent company, enable more targeted marketing strategies, and future proof the brand.
We now set our energy on the large task of shaping KMHA's brand purpose, the driving force behind its existence. This purpose would serve as the source from which all communication, marketing, and collateral flow, creating a cohesive narrative. Despite KMHA's intricate array of products, we aimed to articulate what they provided for customers on a human level and consolidated their diverse offerings under a single, overarching brand statement. Given their role as an imaging company, the brand purpose statement was carefully crafted to resonate with their identity.
This purpose statement became:
“Empowering providers and patients to see and respond to healthcare challenges with unprecedented clarity and foresight, enhancing the patient-physician experience, and fostering healthier lives”.
Overskies created a comprehensive brand storytelling documentation for KMHA that showed how the brand elements would play out for each individual modality, and for each marketing and distribution channel.
The first actual activation of the new brand story was at their biggest trade show, RSNA (Radiological Society of North America).
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At RSNA, Konica Minolta introduced their revamped brand narrative through an array of trade show materials. From expansive booth graphics to social media posts, digital and print advertisements, email campaigns reaching thousands of attendees, and the centerpiece of their booth – a video encapsulating all modalities – the new brand story radiated brilliance.
Over 36,000 people attended RSNA over 4 days. During that time, KMHA saw an increase in booth traffic with over 60 conferences scheduled, 11 email blasts that reached thousands of people and 102 social media posts that garnered over 52,000 organic impressions.
The booth also won Standout Booth of the year for the entire conference.
The reinvigorated brand image will be implemented across all brand platforms and channels, including a redesigned website.
Mark O’Marketing
VP Sales & Marketing, Xappp
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(201) 587-1400
hello@overskies.com
