of customer base
offerings and single out differentiating features
The Business Problem
A leading manufacturer of respiratory care products 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.
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 on how 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%.
- About Company: Medical Technology
- Industry: MedTech
- Company Size: 10 001+ employees
- Location: Global
- GemSeek Capabilities: Market Research, Text Analytics
The Customer Experience Firestarter
A practical guide to igniting and managing customer-centric change.