9%
increase
of customer base
↑
market
position
↑
offerings
and single out differentiating features
The business problem
A leading respiratory care supplier wanted to further strengthen their presence and ultimately, understand whether their innovative new service would be well accepted to solidify their position as a market leader in the United States.
Our Solution
In order to create a holistic picture behind the driving factors influencing choices and needs for home care services, we executed a brand perception and concept-testing study. It served as a solid base to better grasp the current market dynamics and prescribers’ decision-making process. We scoped and executed an in-depth qualitative stage and supplemented the findings with a detailed quantitative research, which involved case managers, physicians and hospital admins. The combination of top-down and bottom-up analysis allowed us to build a home respiratory care services market segmentation and a clearer view of the key aspects in reaching each segment.
Key Project Success Metrics
GemSeek’s strategic recommendations guided our client to strengthen their market position. The concept test helped fine-tune the offering and single out differentiating features. Individual segment-level insights aided to plan promotion effectively. As an end result, our client managed to increase its customer base by 9%.
Project Trivia:
- About Company: Medical Technology
- Industry: MedTech
- Company Size: 10 001+ employees
- Location: Global
- GemSeek Capabilities: Market Research, Text Analytics
The Customer Experience Firestarter
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