Resuscitating a Sleepy Category
CAPABILITIES
Brand Foundation Development
Consumer Research
Competitive Audit
Brand Guidelines
Campaign Strategy
Copywriting
Graphic Design
Photography/Video
Nihon Kohden has a 70-year history of inventing the medical tech synonymous with modern healthcare. But over the decades, they’ve lost the market share and name recognition to global competition. While Nihon Kohden builds strong products, Nemo’s challenge was to help them rebuild the brand.
Nemo’s POV: business-to-business brand communications don’t need to be dry, stuffy or robotic. Businesses are powered by humans, after all. So we took a B2C approach to the Nihon Kohden brand. Using a warm, personal tone to tell exciting, human-centered stories grabbed our audience’s attention and stood out in the category.
Speak Like a Human
Gone are the days of bad stock photography, outdated graphic-design conventions and rambling, emotionless copy. Nemo created a bright and inspiring visual identity and tone of voice, and then brought it through bold, benefit-driven stories inspired by the brand’s commitment to positive patient outcomes.
Stand Out in a Sea of (Healthcare) Blue
Nihon Kohden sales reps were trained to sell the product specs, not hit their audience in the heart with emotion-driven benefits. Nemo identified opportunities in the sales process and created tools for the reps to talk about what matters to their audience: improved patient outcomes, year-over-year profits, long-term value, and tangible proof of how the technology elevates their practice and simplifies their workflows.
Empower a Sales Team
"When I jumped to a new industry, I needed a ton of help. Taking the position at NKA I knew we needed to redefine a 70-year-old brand. Nemo not only took on the challenge with me but created something that had never been done before in the medical device industry. They reinvented what the brand needed to look like but also kept the 70 year history in tact. Nemo is the single most collaborative group I have ever worked with."
Josh Shave
Marketing Manager