Medical Device Marketing Case Study: Hitachi Aloka Ultrasound

While Aloka was busy dominating the surgical ultrasound market, imaging giant Hitachi Medical was taking note. In 2011, Aloka was acquired by Hitachi and a new company was formed.

SFA was tasked with redefining the new organization's brand and communicating the enhanced value that the merger provided to its multiple constituencies.

Through extensive research and interviews with physicians, hospital administrators, customers and sales people, SFA developed the "Ultrasound solutions clearly defined" platform that served as Hitachi Aloka's central value proposition, clearly defining the value of the brand at every touch point within the hospital supply chain.

The "ultrasound solutions clearly defined" messaging then served as the foundation for an integrated marketing campaign focused on educating prospective customers on the many advantages the brand and its superior product had to offer.

Elements of the campaign also focused on sales support, arming reps with a newly designed highly functional web presence (, iBooks product presentations and a range of collateral with specific messaging targeted to both physician and hospital influencers.

  • Market Research
  • Creative Strategy
  • Tradeshow Material
  • Responsive Web Design
  • Apple iBook Development
  • Inbound Marketing
  • Collateral
  • Naming and Identity
  • Digital Content Creation

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