Since 1986, NIKOMED has been providing the highest quality Resting and Monitoring ECG Electrodes, Electro-Surgical Grounding Pads, and Related Accessories. Every product offered is of value to healthcare providers and provides surgeons with unique ways to enhance the efficiency and efficacy of their procedures. With a new growth goal and a new product introduction just over the horizon, NIKOMED once again turned to long-term marketing partner Delia Associates to elevate the brand, enhance its competitive positioning, and provide the marketing tools to achieve its product introduction and sales goals.
The fast-track discovery phase and market evaluation revealed several strategic opportunities for brand positioning and marketing. Alongside a thorough brand analysis, we assessed the needs and perspectives of healthcare practitioners to ensure a strong alignment between NIKOMED’s core strengths and the unique value proposition of its new product, NIKOTRACE™.
NIKOMED was competitively repositioned with the brand statement, “Healthier partnerships, products, and outcomes. Updated online marketing assets were developed and executed along with supporting digital and analog sales tools, which introduced the patented NIKOTRACE™ monitoring electrode to the healthcare community.
A select group of methodologies and tools from our Brand Leadership Solution® was put to work to accomplish these objectives:
The NIKOMED makeover combined with the launch of its new NIKOTRACE™ electrode is forecast to increase awareness and acceptance of both the brand and the unique product offering by more than 45%.
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