Challenge Hitachi Ubiquitous Business Solutions, a division of Tokyo-based electronics giant Hitachi, supplies wireless, thin client tablet solutions to OEMs, value-added resellers, system integrators, and distributors. Hitachi and its brands enjoy an excellent reputation among consumers for quality products. The company needed to increase market share for its wireless thin client, VisionPlate, and needed to develop an ad campaign that would speak to the needs of potential customers in the medical field.
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BayCreative Solution Working with Hitachi management, we developed a research survey designed to elicit metaphors and thoughts from current and potential customers. Answers to the survey questions indicated that medical customers thought of their work in terms of movement from place to place within the clinical setting, and that they recognized the importance of excellent patient care. The survey also showed that these potential customers thought it was important to have easy access to patient information while, at the same time, keeping patient data secure. Using that survey data as a foundation, BayCreative developed a series of magazine ads appropriate for Hitachi's medical audience. The ads indicate how the VisionPlate contributes to quality patient care by allowing medical staff the mobility they need to perform effectively. A uniform look and feel for the ads provides an updated and consistent message that delivers just enough information to peak the curiosity and response of the target audience.