Case Study:
Branding and Communication
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Medical Device Company
Comprehensive View to Inform Positioning of an Established Product
Problem
Reposition a well-established product in light of an expanding competitive set
- Understand the use of a specific class of products
- Explore the role of physicians and nurses in treatment decisions
- Ascertain perceptions of the product relative to key competitors
- Obtain feedback on positioning/messaging platforms
Our Recommended Approach
- Two in-person focus groups to engage the team and finalize research approach
- Bulletin boards with physicians and nurses (conducted independent of one another)
Results
- Provided a comprehensive view of the product’s competitive landscape
- Allowed the team to refine the positioning/message platform to be more competitive