Microlife is a major global healthcare consumer brand and is rapidly becoming the brand of choice for healthcare professionals. It’s estimated that over 20 percent of the UK population own a Microlife product and to further develop this market share BFG Healthcare Marketing was asked by Microlife to look at ways of increasing sales of its blood pressure monitors, in view of strong competition from China that was beginning to emerge.
Research highlighted that 72% of the consumer market demographic for blood pressure monitors are over 60 years old and that the main reason this age group cited for not buying a monitor was that they believed it would be too complicated to use. Manufacturers of blood pressure monitors have further confused potential buyers with a mass of alphanumeric product codes and overly complex technical phrases that have no meaning for consumers.
BFG Healthcare analysed the research and suggested that Microlife should launch a new range of blood pressure monitors that would address the issues of simplicity and ease of use. The solution was ‘As easy as 123’, a new brand created by BFG Healthcare that emphasises simplicity of use and avoids confusing product codes and technical jargon.