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.
Tom Oko, Marketing Director
"SFA's strategy was spot on. By creating the umbrella slogan, "Ultrasound clearly defined” we were able to truly segment our product offerings by application and specialty, allowing our sales teams to become far more relevant to each customer's needs."