Six out 10 Filipino families have at least one Unilab product in their homes, shows the latest consumer study from internationally respected research agency Nielsen covering urban households nationwide. This figure means that at least one Unilab product is present in almost six million Filipino urban households all over the country.
“When it comes to healthcare, Filipinos trust only a chosen few,” notes Unilab President & CEO Carlos C. Ejercito. “The study affirms that Filipino families trust Unilab for their healthcare needs. This is more than just letting us into their homes; it’s about trusting us enough to make us part of their lives.”
Nielsen conducted the nationwide study through one-on-one personal interviews using a structured questionnaire with 2,000 housewives aged 16 to 60 in major urban areas in Metro Manila and in other regions. To validate the respondents’ claim, Nielsen conducted an actual pantry check to determine if in fact they have the Unilab products they claim to have.
The study revealed that 21 percent of total urban households in the country keep purely Unilab products in their homes. Among the products found in households are Biogesic (highest at 52 percent of total households), Neozep (22 percent), Ceelin (21 percent), Alaxan and RiteMED amoxicillin (13 percent), and Tiki-tiki (11 percent).
Unilab’s presence in households is highest in Metro Manila where 8 out of 10 households have at least one Unilab product. In Luzon, it’s 5 out of 10; in Visayas, 7 out of 10; and in Mindanao, 6 out of 10.
A year ago, Nielsen also conducted a national corporate reputation baseline study where Unilab emerged to have the highest corporate name total awareness level at 85 percent versus key competitors.
Unilab’s corporate brand equity index score was measured at 7.2 (in a scale of 10, 10 being the highest), the highest in the pharmaceutical industry and which places Unilab among the elite ranks of companies in the Asia-Pacific region with a high brand equity index. Unilab’s closest multinational competitor registered at a far 4.8.
Motivating factors for consumers’ positive attitude towards Unilab are its industry leadership, affordability of medicines, value for money, availability of products, being a good employer, and its good corporate citizenship.
The results of all these Nielsen studies provide sound basis and guide for Unilab’s thrust to build its corporate brand equity characterized by selective high public visibility, stakeholder engagement, and greater synergy between corporate Unilab and its product divisions. |
