Draeger Receives Leadership Award

A Brand Development Strategy Leadership Award for the European anesthesia and respiratory equipment market has been bestowed on Draeger Medical (Lubeck, Germany) by Frost & Sullivan (Palo Alto, CA, USA).

The award recognizes Draeger Medical's ability to perceive consumer needs and to develop marketing strategies that elevate the company's quality, style, and image to create an overall value perception. According to Frost & Sullivan, Draeger has demonstrated superior market growth skills through a combination of product quality, communication, and distribution.

"The products and solutions provided are based on its commitment to innovation, so customers continue to benefit from leading-edge technologies,” said Dr. Fiona Rahman, a healthcare analyst with Frost & Sullivan. "Excellence in global business processes has, moreover, underpinned the company's efforts to achieve a benchmark cost position in the industry.”

To select the recipient, a Frost & Sullivan research team tracked all the major participants in the industry, looking at their brand development. The process included interviews with other market participants, customers, and suppliers. A company's brand-development efforts were analyzed, based on the number of participants, competing brands, and the brand's recognition among its peers and consumers. Industry participants were then ranked, based on the predetermined measurement criteria such as market penetration and share growth in various market segments, development of unique brand strategies, and increased customer loyalty.

"To be formally recognized for our work is proof that Draeger Medical is changing the healthcare environment by offering innovative technologies and leading expertise,” said Mandy Harman, vice president, corporate marketing and communications, Draeger Medical.



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