百略醫學科技股份有限公司：國際品牌、品牌策略個案研究

Abstract

Microlife Corporation: A Globalizing Brand
By
Gerald A. Roliz

Microlife Corporation engages in the development and manufacturing of medical diagnostic equipment for institutional and home use worldwide. Their primary product offering includes blood pressure monitors, digital thermometers, and asthma monitors. All hardware products primarily reach end users through the retail channel, while pressure on contribution margins constantly grows due to increased competition.
The product pipeline for Microlife Corporation is quite prolific and includes 2 product lines that are set for imminent launch and will be distributed to a new target market that is unfamiliar with the Microlife brand. The senior executives of Microlife Corporation Kin Yuan Lin, Ty-minh Tan, and Scot Muve must decide on how to proceed with the firm’s brand strategy development. The transfer of existing brand equity from the retail channel into the professional channel remains an issue and requires considerable discussion.
Furthermore, the medical device industry is spawning new innovations, which leads to new developments of medical technologies. Earlier detection of diseases, digitalization of data, and secure transmission of information among healthcare professionals are developing trends.
To keep up with the evolution of the medical device industry’s new medical technologies, Microlife Corporation acquired and created 2 new product lines. Both are in pre-launch phase and proven to successfully integrate medical hardware devices with functional software solutions. The Microlife Medical Home Solutions (MiMHS) subsidiary functions as the research arm for workflow solutions, software platforms, and patient positive outcome guidelines for physician clinics. The Microlife executives foresee healthcare systems in many countries will gradually shift toward pay-for-performance reimbursement systems. Both patients and tending physicians will be held more accountable for healthcare fees and reimbursement in the future.
Microlife Corporation contracted Direction Design Group to assist in the remodeling of their existing Corporate Identity and to assist in brand strategy development for the future product offerings that will ensure Microlfe Corporation’s customers continue to recognize, understand, and believe in the Microlife brand.
Microlife. A partner for people. For life.

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