Our client, a leading figure in the sleep and respiratory care market, aimed to better understand the current sleep market landscape in the USA. Their objective was to identify unmet needs, challenges, effective communication channels, and emerging trends in the field.
Our assignment was to provide insights into the effectiveness of current marketing communications strategy of our client.
We implemented a two-phase approach. In the first phase, we conducted an online quantitative study with sleep physicians to understand their needs and the best ways for equipment manufacturers to reach them.
The survey revealed what were the primary expected sources of information regarding sleep products, such as professional societies, original equipment manufacturers, sales representatives, among others. In addition, this first phase aimed to quantify to what extent did physicians feel sufficiently informed about product developments, announcements and other topics that they felt as important to stay informed. The findings of the study helped the manufacturer assess the efficiency of their current communication activities, used channels, and plan accordingly what gaps they need to fill in.
In the second phase, we ran follow-up in-depth interviews to validate the findings from the quantitative study and deep dive into the most pressing information challenges for both sleep physicians and their patients. The research also revealed that different channels and formats satisfied various informational needs. To better support marketing planning for our client, we mapped the information needs and preferred channels on a 2×2 matrix; the latter provided actionable insights on what channels to use depending on the needs of the physician – “stay informed” or “clear guidelines how to use the product”. In addition, depending on the scale of the audience – we identified which channels physicians thought worked best for mass communication (e.g. newsletters) and which were better suited for more customized communication (e.g. face-to-face meetings). This allowed our client to prioritise the right channels and provide tailored content with a clear view of what the target groups deems pros and cons for each channel.
A Look in the Future
With the insights derived, our client is now better equipped to build a robust marketing strategy, allocate budget effectively, and prioritize the most effective communication channels. Also, they are well-positioned to meet the needs of the market and ensure their marketing messages reach both physicians and patients effectively.