Healthcare

Challenge

A leading manufacturer of medical equipment required a comprehensive opportunity assessment to inform its marketing and sales strategies and identify growth potential. The aims of our research program were:

• Obtaining a deep understanding of market requirements and purchase drivers, to help our Client position its brand for success;
• Identifying unmet needs and competitor weaknesses to arm sales teams with valuable insights;
• Measuring the degree of interest in our Client’s offering and propensity to switch;
• Exploring market drivers to better prepare our Client for emerging opportunities.

Solution

The research method comprised a hybrid program of qualitative and quantitative research. Multiple audiences were surveyed including physicians, physicists, therapists, C-suite etc. spanning community, university and independent hospitals, as well as private practices, not-for-profit practices, and freestanding specialty centers across the U.S.

Challenge

A multi-billion dollar provider of healthcare solutions such as ultrasound imaging was looking to improve its ‘top of funnel’ content and messaging in the cardiology sector. This required a deep understanding of the intricacies of the decision-making unit and purchase process in the early stage of the buyer journey.

Solution

We devised a qualitative program of depth telephone interviews with users (those in clinical roles such as Interventional Cardiologists, Cardiac Radiographers and Imaging Cardiologists) and non-users (those in non-clinical roles such as Cath Lab Managers, Heads of Cardiology and Hospital CEOs) to establish the types of information sought at each stage of the journey, explore media consumption habits, and develop needs-based buyer personas.

The insights enabled our client to:

• Understand the key touchpoints used in the path-to-purchase;
• Determine the compelling components of its value proposition that would resonate with distinct audiences;
• Develop tailored and meaningful content of relevance to each persona;
• Execute a successful omnichannel program in terms of pushing the right message in the right format through the right channels at the right time and to the right people.

Challenge

A multinational medical technology manufacturer was seeking a comprehensive brand health program to:

• Explore strengths and weaknesses relative to competitors;
• Measure brand associations and positioning on key messaging platforms to identify positions owned versus white space potential;
• Determine value drivers behind its brand promise;
• Assess the impact of brand campaigns and communications over time.

Solution

Our quantitative research program continues after numerous waves. The ongoing study seeks the views of thousands of stakeholders online and by telephone across North America, Europe and Asia, spanning buyers and users (e.g. hospital C-suites, procurement, physicians, lab managers), channel partners, subject matter experts (e.g. health insurance carriers, industry analysts, investors, journalists), patients and employees.

Challenge

A major manufacturer in the diagnostics arena was seeking to differentiate its value proposition and required feedback from buyers and influencers of lab diagnostic systems and tests. We conducted an online survey with two distinct audiences:

• Lab decision-makers in clinical diagnostic/core, tissue, molecular, or point of care labs;
• Non-lab decision-makers such as C-suite, procurement, IT, physicians and anatomic pathologists in hospitals or other areas of the integrated health network.

Solution

Our research findings indicated the components of the value proposition that differentiated our client, as well as the alienating facets that deterred certain audiences and why. Before investing millions into optimizing its offering and communications campaigns, the insights enabled our client to transition from a product-first to customer-centric strategy.