Back to "Bang & Olufsen Medicom"

Why won’t patients do as they are told?

Only 50% of prescribed drugs are taken correctly.

That complianc is a big problem is a well-known fact to people in the medical and health care business all over the world. And moreover it is the very basis for this company's business idea: Devices to help solving this problem.

1 3

Only 50% of prescribed drugs are taken correctly(1)

Bang & Olufsen Medicom – part of the Bang and Olufsen Group - develops and markets drug delivery device solutions for pharmaceutical clients, which through various electronic reminders help patients remember and track their prescribed medical treatment.

Bang & Olufsen Medicom combines technological knowledge with fabulous design in order to create unique products. Their medical devices are leaders in a strongly competitive market and help support the brands of the pharmaceutical companies by differentiating them from others.

Expanding to reach an international client base

Bang & Olufsen Medicom came to Brandhouse® as it aspires to developing a unique image that will set it apart on the international market, while building on the very successful quality designer heritage of Bang & Olufsen. Medicom needed to establish its own unique brand image, messaging and identity that would enable Medicom to stand apart in a separate playing field to its mother brand – in the pharmaceutical/healthcare arena.

Bang & Olufsen Medicom then asked Brandhouse® to help sharpen and clarify its medical device identity, which could tie the designer element to the B&O heritage and give Medicom a unique and memorable position for its target clients. A position that reflected Medicom's patient compliance focus and consumer design expertise - yet had a message simple enough to be understood by an international audience.

Brandhouse® and Medicom then underwent an identity process to find out the brand strategy and creative concept, which would suit the new-look Medicom best.

The process consisted of the following steps:

  1. Internal (culture, inheritance, attitudes) & external (knowledge, brand liking, values) arch type analysis.
  2. Gap analysis (identification of gaps in relation to brand building).
  3. Identification of potential (What are we? What can we become? What do we want to be?
  4. Strategic concept, development of brand vision (the consequences of our choice)
  5. Dramatizing (development of creative concept)

Through this process Bang & Olufsen Medicom uncovered the key positioning messages, on which the new creative concept were to be founded. The aim was an exact description of the offer that Bang & Olufsen Medicom could give to the pharmaceutical companies, the doctors and the patients. But in a way which could also work as a promise – to the company itself as well as in the market.

Bang & Olufsen Medicom

Expressed in one line Bang & Olufsen Medicom now offers:
Shortcut to better health.

This payoff was made by Brandhouse® together with a logo symbolising the shortcut offered to the patient by using the products from Bang & Olufsen.

The creative thoughts

The supporting creative concept sounds as follows:"People are people – individual human beings with character and personality – with or without diabetes, hypertension, or any other disease. People are not "patients". They are Barbara, Ruth and Paul - and you and me.

That complianc(2) is a big problem is a well-known fact to people in the medical and health care business all over the world. And moreover it is the very basis for this company's business idea: Devices to help solving this problem.

So we want to turn the focus to the fact that patients are not only patients, but human beings by in a slightly provocative way asking the questions that any doctor or pharmaceutical manufacturer would want to ask: Why do they not do as they are told? It is so annoying and damaging to their health.

And – we deliver the answers ourselves: Because they are human beings like you and me. And they need help to remember and adapt to their medicine.

Medicom's unique product position and homogeneous communication could be summed up as having created three winners:

  1. More well treated patients
  2. Doctors with more success in their treatment
  3. More competitive pharmaceutical companies

Visuals

The visuals aim at having the same class and dignity as the world famous parent company.

The models are shown in a way that the last way you think of these people are as patients. But with the copy drawing the attention to the fact that you are looking at some kind of a patient, an individual with particular needs. Therefore Medicom's position is to offer unique devices that help patients take better care of themselves essentially, you could say that

Bang & Olufsen Medicom … creates a …
Shortcut to better health

For more information:http://www.medicom.bang-olufsen.com

Noter:

  1. Morris LS et al. Patient compliance – an overview. J Clin. Pharm. Ther 1992;17:283-95
  2. The patient's ability to comply to a prescribed treatment.