The tagline, ‘Sense and Simplicity’ of Philips is rather a success story when it comes to market other consumer products. However, it was a different story when it came to use ‘Sense and Simplicity’ in the Chinese health care system.

The complexity of the Chinese hospitals was a major challenge where the Philips brand positioning as simplicity had to fit in this environment. To do so, Philips came up with two goals to achieve that would eventually lead them to their victory. Firstly, to make the Chinese patients utilize their time better while waiting for their turns. Secondly, promote community clinics and thereby avoid overcrowding the main hospitals. Technology came to their rescue, where the first goal was achieved. People could track the number of people before them and their approximate time taken before they could visit the doctor. Texting terminals were used to enter their mobile numbers and people were informed about the above details. Overcrowding of hospitals was avoided by extensive TV campaigns and promotions about the benefits of community clinics.

‘Sense and Simplicity’ of the brand was accomplished without having to sell anything. It fostered goodwill among the Chinese and the brand recognition and image as well. Great strategy indeed!

Via: Adage