• by Aaron Baar , October 10, 2014

It has already identified that its business success is closely tied to its clients’ success, and now Toshiba America Medical Systems is giving its customers the ability to specifically iterate their concerns.

A new trade campaign positions Toshiba as a company that can adapt and understand its customers' business (an extension of a campaign last year that asserted “your business is our business), via a dialogue box expressing a specific need. Copy elsewhere in the ad addresses how Toshiba’s products apply to that specific request. 

“What we want to do with this campaign is put our customers first,” Nancy Gillen, vice president of marketing at Toshiba, tells Marketing Daily. “It’s based on our customers, the challenges they face, and how we can help with facing those challenges.”

The campaign is intended to differentiate Toshiba’s imaging systems from competitors in the category by breaking away from the sameness in so much of the advertising, and address more than purely the end users of the technology, but also the purchasers and other decision-makers, Gillen says.

“Most ads [in the category] are about product, product, product,” Gillen says. “This campaign gives us the flexibility to talk to a much wider audience.”

The campaign will appear in both print and online versions of healthcare publications, as well as in collateral materials, social media, on Toshiba’s Web site and at trade shows.

The effort is also designed to understand the current reality of increased pressures on costs and measurable outcomes in the current health care industry environment, while also building upon Toshiba’s overall brand positioning of “Leading Innovation.”

“In health care today, with the Affordable Care Act, our customers are facing more challenges and difficult decisions than ever before,” Gillen says. “Healthcare is one of the main pillars of Toshiba’s business. [This campaign] fits well under that umbrella of improving life for people and innovation.”