Emotional communication from a technology company

A first impression when one reads this headline is that it is either for an insurance company since a insurance companies are one of the highest spenders after FMCG and telecom at present or it is for a may be it is for a healthcare giant such as Fortis or Apollo or Wockhardt to name a few. But most people would say it is for an insurance company.

Why would a technology company like Siemens put up advertisement with a headline meant for a product/ service for the end consumer? The body cop talks of energy efficient technology and IT solutions which are used in hospitals. Thus it is a business-to-business service. How is it related to the end consumer? Is the consumer going to check what IT solutions and equipments the hospital has before getting admitted?

I think the marketing managers are thinking of something more than the obvious. They are trying to increase the brand equity of Siemens as a brand for the end consumer although their product/ service is not directly sold to them. Just like how IBM talks of green and environment consciousness, Siemens too wants to tread that path. They want to be known as a ‘caring’ company not only for the environment but also the people through its clean technology. It wants to attract the best of employees.

If one really wants to think out-of-the-box and try to read too much between the lines, then may be Siemens wants to get into insurance or healthcare sector. And this is an attempt to sow the seeds in that direction.