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- Industry: Medical Products & Services
- Study Type: Campaign Effectiveness Study
- Client: A Leading Life Sciences Consulting Firm
Background & Key Objectives
- To measure the brand awareness among the target audience.
- To gather inputs on the satisfaction level of Healthcare audience with the brand’s products (diagnostic imaging and information systems) and solutions.
- To perform a comparison based study between brand and its competitors.
- To find about the overall perception and association of the brand in the mind of the customer
Methodology & Approach
- We conducted rigorous primary research (CATI) with strategic decision making (Mid level and C-Level executives) including Director, Procurement Executives, CTO’s, Chief Medical Officer, Chief of Surgery, Lab managers etc.
- The target geographies were UK, Germany, Spain, France, Italy, Netherlands, Sweden, Poland, Belgium. Our team targeted 200 C-level and 300 Mid level executives. The Length of Interview was 15-20 minutes.
- The survey aimed to measure the brand awareness among the audience, where several questions were asked related to brand recognition, brand recall – aided and unaided and measured the satisfaction level of customers by asking questions related to product performance, customer service quality etc.
- We also ran a quick comparison study by comparing brand and its competitors over different parameters like quality, services, benefits, cost and access.
Our Solution
- We deployed a specialist team of healthcare researchers, comprised of experienced researchers having good understanding of diagnostic imaging and procedures.
- The study helped the client to get insights on the awareness level, customers have about the brand.
- Our survey helped the client to find out the satisfaction level(Meet, Exceed, Delight, Amaze) for their customers vis-à-vis competition.
- With the help of our comparison and inputs on brand perception and associations, client got to know where the concerned brand and other competitive brands stand in the market.