The Professionals' Choice

Consumer product positioning driven by professional preference

Promoting to the professional attributes of quality, accuracy and reliability

Omron Healthcare is a leader in medical equipment for therapy and health monitoring, with a range of products that include blood pressure monitors, respiratory therapy devices, electronic fever thermometers and body fat monitors.

BFG Healthcare Marketing worked with Omron to help increase consumer retail sales by carrying out competitor analysis and implementing product and marketing strategies. Building on the fact that many medical professionals use Omron’s products we developed the strap-line ‘the professional’s choice’ for Omron’s consumer products.

The strategy we developed was aimed at promoting to the public the product positioning attributes of quality, accuracy and reliability. Consumer advertising was implemented carrying the new message and the campaign not only helped increase consumer sales, it also helped increase sales with medical professionals.

Project Details



Projects commissioned

Market opportunity analysis
Sales and marketing strategy
Competitor analysis
Product positioning

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