‘It’s not enough to create the best product’: One health tech company on the importance of brand
Paralympic partner Ottobock hopes to raise awareness of both its brand and of the challenges facing the 1 billion disabled people in the world through its new campaign.
Health technology company Ottobock has been around for the better part of one hundred years – but until a couple of years ago it had never run a brand campaign.
The family-owned business, which offers a variety of different prosthetics, orthotics and wheelchairs for disabled people, preferred to focus on selling through its B2B channels rather than attempt to engage with the customer directly.
But with the help of its vice-president of global marketing Martin Wider the business has “changed the entire marketing approach” from B2B to more of a B2C focus – a decision made because of the trend to a more “educated patient” who is aware of the brand of prosthetic they are receiving.
