Uniting six brands to become an industry leader
When Tyco Healthcare was “re-branded” Covidien (NYSE: COV), a complex collection of businesses and product brands still existed below the surface. One high-growth business unit, focused on sleep apnea diagnosis and therapies, decided to take the lead in turning the corporate re-branding into a business driver.
In the previous ten years, Tyco Healthcare had acquired all the companies needed to provide complete solutions to the sleep labs and home medical equipment providers that diagnosed and treated sleep apnea. Unfortunately, however, they hadn’t integrated the offerings of the acquired companies nor their approaches to the market. In fact, research revealed that the broader care structure around sleep apnea was also highly fragmented. Not only did fragmentation make marketing inefficient, it limited the quality of care and complicated therapy compliance.Solution
The goals were to unite the companies, clarify the combined value proposition and take a leadership role in uniting the care structure. The positioning strategy was a call to “unite,” challenging Covidien people, channel partners and physicians, to “unite to treat sleep apnea.” In less than two months, the strategy was implemented in each area of the Quadric framework. Together with a committed internal team, we simplified the brand portfolio, enrolled the organization, developed a focused set of sales collateral and created a global campaign that captured attention in the most influential journals and trade media. (See Covidien positioning strategy and Sleep Pointe company launch cases)Related services