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Creating a new brand to integrate two healthcare leaders

Client: Terumo BCT

Situation

While we were working for CaridianBCT, the global leader in blood component technology, they were acquired by Terumo (4543:Tokyo exchange), a diversified medical device company, and combined with Terumo Transfusion to create a new global company. Customers who relied on both companies were anxious to find out what this would mean for their future and the future of their industry. Internally, people were excited to move forward as quickly as possible with a greatly expanded product portfolio.

Solution

We used a positioning strategy process to accelerate integration messaging and ensure a successful introduction of the new company. Each company nominated key customers and employees to participate in creating and then testing scenarios describing the combined company’s focus. This input enabled us to develop a clear positioning strategy, based on the brand promise of “unlocking the potential of blood.” Working closely with internal teams, we developed a new corporate identity, sales presentations, print collateral, web content, films and other communications.

Within four months of the close of the transaction, the new company was introduced at the largest international industry conference with great success. Feedback from customers confirmed their belief in the new company and, most importantly, that they recognized the acquisition would create value for them. (See Terumo BCT Trima Mobile solution marketing case)

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