Fisher & Paykel Healthcare is competing on the world stage in an ultra-competitive market dominated by two multinational companies with far greater resources, market share and marketing dollars Yet, F&P Healthcare through its superior product and smart marketing has out-performed against these global players with their F&P Simplus™ full face mask for the treatment of Obstructive Sleep Apnea (OSA).
OSA affects up to 9% of the adult population, and the OSA market in the USA is huge. Fisher & Paykel’s simple and consistent strategy of delivering high performing masks with exceptional service has proved very successful. They design and deliver masks that work, masks that people want to wear, at a fair price.
Fisher & Paykel Healthcare researched the market, which in itself is incredibly complicated due to the complex nature of the market which has multiple influencers and decision makers that need to be reached. It identified the weaknesses of the products from the competitors (mask leak) and took advantage of this weakness with a marketing campaign that raised awareness and demonstrated the advantages of Fisher & Paykel’s superior product.
It then undertook a sophisticated and integrated marketing campaign, using physical and digital market assets to reach the multiple healthcare influencers involved in the recommendation and purchasing process. This resulted in a major uptake of the Fisher & Paykel Healthcare product, sales and revenues increased in a period where competitors were flooding the market with free sample products.
The campaign resulted in positive unit and revenue sales growth versus the previous comparable period, and a healthy ROI on campaign spend for an established product taking on a new product from competitors. Direct from New Zealand to the USA, this creative collaboration delivered meaningful impact to 100,000 plus targeted stakeholders with a message of hope for a better night’s sleep.