Philips – Sleep Apnea retail packaging and experience – Brand strategy and positioning : art direction and execution : vender communications
Strategy:
Historically, the sleep and respiratory category has been direct to consumer or delivered via the Durable medical equipment provider, (DME) channel (branded Philips Respironics).
As the category grows, there is a shift to offer some products direct-to consumer through more standard brick and mortar retail channels. We have updated our packaging to better suite customer needs in a retail environment.
Key experience differences:
• Clearer communication in descriptions and product photography
• Color use, dark blue gradient creates high-end feel and calls more attention to the product
• Unique product portfolio color system, visual differentiation and compatibility communication
• Direct use of photography, show the part you are purchasing
• Enable users to find and fit in isle
In-Store experience:
This system is critical in aiding consumers in finding the right part and the right fit their needs.
What part do I need?
• Using clear, informative communication and color identification of parts, make type and compatibility so users can find the correct replacement part for their needs.
• A QR code is provided to purchase via the web if size is not available.
• Insurance provided parts such as the mask elbow, must be requested via the pharmacy to order.
I know what I need, but what is my size?
• Care concierge can guide you through a digital experience with Philips Mask Selector.
• A mirror and free, in-store sizing gauge assists size selection right in the isle.
**Additional Retail strategy and experience work, shared on request.
– Sleep solutions in retail health (CVS Health, Walmart Health, Walgreens Health care clinic, Amazon and Amazon Pharmacy)
– Obstructive Sleep Apnea resupply Amazon activation, North America
– Durable medical equipment provider (DME) to Retail – full packaging strategy and hand-off brief
