Medical professionals and consumers from across socio-economic classes agree that in the Philippine pharmaceutical and healthcare industry, one corporate brand stands out as the trusted quality healthcare—Unilab.

This insight was the result of the qualitative study for the Unilab corporate tagline conducted last year by internationally respected research agency Nielsen among consumer groups and doctors. Two consumer groups composed of 20 to 45 year-old male and female from across socio-economic classes who are purchase decision-makers for their families' healthcare needs were involved in the study, while the three doctor groups were composed of general practitioners and specialists with over 10 years of practice. Both stakeholder groups agreed that among the shortlist of corporate taglines tested, "Trusted Quality Healthcare" is most befitting for Unilab.

"Trusted kasi ang Unilab, may karapatan na kasi matagal na sa business," said a consumer in the verbatim accounts recorded by Nielsen. Another added, "Effective ang gamot kaya trusted." Still another, "Matatag na. Proven quality!" Another consumer succinctly expressed why he thinks Unilab is and should be trusted, "Kasi pinapahalagahan niya ang kalusugan mo."

A doctor also underscored Unilab's heritage in the industry that has made it a trusted brand. "Matagal na ang Unilab, kaya na niyang panindigan." Addressing a broad base of common and chronic illnesses with Unilab's over 300 brands was also highlighted as a strong point, as expressed by another doctor. "Complete package siya. Wide range ang products niya." Another doctor highlighted Unilab's accessibility to most number of patients without sacrificing safety and efficacy. "Unilab is pro-patient," he said. "They do bioequivalence so you are guaranteed of the quality."

Internal brainstorming

Prior to external stakeholder testing, the search for the Unilab corporate tagline commenced with a series of internal brainstorming workshops participated in by Unilab employee groups consisting of staff, line managers, division heads, and general managers of marketing divisions.

This internal initiative is imperative to the search process because it ensures that Unilab's corporate tagline is accepted and understood by Unilab employees themselves, who are essentially Unilab's ambassadors to external stakeholders such as medical professionals, trade partners, consumers, among others.

The internal workshops yielded an interesting and insightful result: the key words Unilab employees want in the corporate tagline are trust, quality, health, and care—now all woven into Unilab's new corporate tagline "Trusted Quality Healthcare."

Statement of responsibility

The corporate tagline is a fundamental component of Unilab's corporate branding initiatives. In essence, "Trusted Quality Healthcare" highlights Unilab's character, reason for being, and heritage as the country's largest and leading pharmaceutical and healthcare company. Not only is it about who Unilab is, but more significantly about what Unilab means to the lives of millions of Filipinos served with safe, effective, and affordable healthcare.

More than a claim, therefore, "Trusted Quality Healthcare" is an affirmation of all that the members of the Unilab Family—both past and present—collectively worked hard for in all of its 62-year history, the fruit of unwavering commitment to people's health and wellness.

More than a promise, "Trusted Quality Healthcare" is a constant reminder of the responsibility built into Unilab's mission of helping consumers live the healthy life they deserve. It is, indeed, a statement of responsibility.