PHCEU builds on brand transformation with European expansion

Etten-Leur, The Netherlands: – PHC Europe BV (PHCEU), the internationally recognized leader in high-quality preservation, incubation and sterilization medical and laboratory equipment, is consolidating the brand migration that became effective in April 2018 with expansion across Europe and in Africa.

The company has been marking the first anniversary of its decision to rebrand the previous Panasonic Healthcare Company as the PHC Corporation, with its biomedical products sold under the PHCbi brand.

Global healthcare brand

In doing so, the company has created a clear and unified global brand for advanced technology and sustainable healthcare and biomedical product solutions focused particularly on temperature control.

Hand in hand with the new branding, PHC has been rationalizing its PHCbi product ranges, with a new strategy for ultra-low temperature (ULT) freezers that emphasizes sample safety, particularly in the TwinGuard series with ‘double protection’ redundant cooling systems, patented cooling engines and on-board monitors. The current PHCbi range also emphasizes low running costs and environmentally friendly designs, epitomized in the VIP ECO series.

PHC has substantially reorganized all its PHCbi product lines over the past two years.

Expanded marketing network

PHCEU, the European and African arm of the company, is making rapid progress towards an expanded sales & marketing network.

Originally founded in 1990, PHCEU is headquartered at Den Haag in the Netherlands with principal operations located at nearby Etten-Leur, at Avon in France and Loughborough, UK. The company is expanding its workforce to more than 100 people across the EU, including direct sales force presence in Italy, Switzerland and Germany with three more countries soon to be added to the network. It is also adding new distribution partners all over Europe.

Currently PHCEU has more than 50 distributors in 32 countries, including Russia, Israel and Turkey and is expanding its reach into Africa, including distribution outlets in Algeria, Morocco, Tunisia, Ivory Coast, South Africa, Uganda, Kenya, Botswana, Zambia, Tanzania, Mauritius, Ethiopia and Egypt.

New online presence

PHCEU is also making rapid progress towards transforming its online presence, with a redesigned and re-engineered website, hand in hand with new social media strategies.

It rolled out a new English and German language website on April 1, 2018, to support the new branding with further language versions, including Spanish, French and Italian, to be introduced during 2019.

About PHCEU

Netherlands-based PHC Europe BV (PHCEU) is the European and African arm of the international PHC Corporation, whose PHCbi products are recognized worldwide as a leading and trusted brand for reliable, high-quality medical and laboratory equipment, with particular focus on technologies for preservation, incubation, sterilization and healthcare.

The company’s mission is to provide a leading, trusted brand for sustainable healthcare and biomedical product solutions, supporting the work of its customers to improve the health and well-being of people around the world.

PHCEU solutions range from excellent sample security in an ultra-low temperature (ULT) freezer or the best environment for cell culture in a CO2 incubator, while its relationships span the pharmaceutical, healthcare and biotechnology sectors, with a pan-continental supply and support network that can quickly meet customer demands across Europe and Africa.

PHCbi products are grouped in four main ranges: Preservation, Incubation, Processing and Sterilization and include ULT, cryogenic and biomedical Freezers, pharmaceutical and blood bank refrigerators, liquid nitrogen cryopreservation freezers, lab tanks, transport containers and vapor shippers and a range of incubation and sterilization solutions.

PHCEU is part of the international PHC Corporation, founded in Japan in 1969, that now operates across more than 120 countries worldwide, focusing on the three core business fields of Medical Devices, Healthcare IT & Life Sciences.

PHC products and facilities are certified to ISO 9001, ISO 14001 and ISO 13485 standards for quality, environmental management and medical devices.

PHC can provide turnkey solutions for validation and qualification in accordance with all current GMPs, GLPs, GCPs, 21 CFR Part 11, PAT, ISO and specific customer requirements and applications.