Our client, a leading medical solutions provider, needed market intelligence support and strategic insights for the launch of its new Health cloud platform for hospital operational and financial improvement. In the course of the project execution, we went through four main stages:
Competitive Landscape Analysis
To help our client understand the competitive landscape, we mapped a wide range of direct and indirect competitors, promising new levels of performance to healthcare organizations who adopt their solutions. Our team performed deep-dives into their services and solutions, deployment mode, business models, target groups and strategic goals in order to provide strategic recommendations for efficient product positioning to the client.
The preliminary competitive landscape analysis was refined during a Face-to-Face workshop, which involved our client`s R&D, Sales and Marketing teams. We facilitated brand mapping and positioning exercises to gain a clearer view and set a strategy of how the company should be positioned within the overall competitive landscape to be successful.
Value Proposition Design
We assisted our client in keeping abreast of the latest developments in medical AI by delivering a weekly newsletter with highlights and powerful market insights. To do so, we used our monitoring and text analytics tools to analyze the vast content from hundreds of sources – social media, news sites, blogs, forums, and review sites.
Understanding customers’ needs and expectations was critical to creating a winning value proposition, based around the tangible benefits that set the company apart from the competition. It took us only two months to compile the respondents’ feedback, analyze it and fine-tune the preliminary value proposition during another Face-to-Face workshop with the client.
Go-to-Market (GTM) Strategy Development
To accelerate the client`s product launch, we developed a clear and coherent Go-to-market strategy. Upon sketching the target segments and assessing their attractiveness, we developed the other key elements of the strategy – pricing, distribution, marketing and communication. These were further translated into an action plan with specific activities to be performed.
Once our customer knew its target market, we got the message out with a strong promotion plan within the next 12 months. Just a year after the GTM strategy implementation, the results speak for themselves: 73% awareness, 21% consideration and over 1,000 users in 12 countries.
Ongoing Competitive Monitoring
We helped our client keep awareness of the market dynamics and latest developments, allowing the company to timely implement tactics and techniques to outperform competition. To do so, we used our monitoring and text analytics tools to analyze the vast content from hundreds of online sources – social media, news sites, blogs, forums, and review sites.
We established weekly newsletter, covering 400+ sources in 2 languages, providing the most important information about Cloud technologies in healthcare, including trends, competition, new developments, and customer feedback.
About Company: Multi-modality portfolio, covering among others – Radiology, Cardiology, Oncology, Surgery, Emergency Medicine, Family
Company Size: 10 001+ employees
Location: UA, Western Europe, Asia
GemSeek Capabilities: Quantitative research, Concept Testing, Adaptive-choice based conjoint (ACBC), Desk research, Competitive intelligence platform, Text analytics