Unseen Factors

Market Research Solves the Mystery of a Disappointing Biomedical Product Launch

Our client, a biomedical equipment manufacturer, was confident that their latest product upgrade would fuel double-digit revenue growth. First quarter sales, however, were far behind forecast.

Client Challenge

The client was headed for a disappointment with major financial fallout when they asked us to conduct qualitative market research to discover the reasons behind the unsatisfactory sales.

Our Approach

Insight. Initially, the client approached us with a general interest in “interviewing a few customers.” However, after a thorough assessment of the situation, including the competitive environment and industry sales and marketing practices, we recommended a study that went into greater depth and examined a wider range of topics that could affect purchasing decisions.

Solution. We designed a study that included channel partners such as independent sales reps and technical support consultants in addition to customers. The range of topics included:

Existing product usage patterns and life cycles
Purchasing cycle length
Factors in purchasing decisions
Channels used for product information
Awareness level of the current product and vs. competitor products
Customer service and support experiences
Responses to different approaches to marketing creative

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Success

The study uncovered several impediments to sales of which the client was unaware. This included:

Brand confusion, due to a lack of understanding that the new product was the “latest and greatest” upgrade to long-established legacy products from two brands that our client had recently acquired
Inconsistencies in the completeness and accuracy of the client’s CRM database, leading to imprecise customer targeting
Inconsistent customer experiences with the client’s sales and technical support representatives
Misalignment of the client’s marketing strategies, channel and media mix, and creative approaches with their customers’ habits in seeking product information

The client responded enthusiastically to the many unexpected insights that our research uncovered. They reported that the study provided a much clearer sense of direction to guide their re-launch of the product.

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Unseen Factors

Unseen Factors

Market Research Solves the Mystery of a Disappointing Biomedical Product Launch

Market Research Solves the Mystery of a Disappointing Biomedical Product Launch

Client Challenge

Our Approach

Success

Let’s talk about your next
big thing

Let’s talk about your next
big thing

We’ll meet you at the intersection of
business + brand

We’ll meet you at the intersection of
business + brand

Unseen Factors

Unseen Factors

Market Research Solves the Mystery of a Disappointing Biomedical Product Launch

Market Research Solves the Mystery of a Disappointing Biomedical Product Launch

Client Challenge

Our Approach

Success

Let’s talk about your nextbig thing

Let’s talk about your nextbig thing

We’ll meet you at the intersection ofbusiness + brand

We’ll meet you at the intersection ofbusiness + brand

Let’s talk about your next
big thing

Let’s talk about your next
big thing

We’ll meet you at the intersection of
business + brand

We’ll meet you at the intersection of
business + brand