Voice of the Customer Analysis for a Multinational Medical Device Company
Evaluate global market opportunity through the voice of the customer
The Voice of the Customer is the hallmark analysis for Strategy Inc, with >3,000 performed over the past 15+ years. Each Voice of the Customers garners insights from one-on-one interviews of, on average, 15 – 30 physicians or other selected key decision makers.
In this case, a multinational medical device developer and manufacturer retained Strategy Inc. to perform a Voice of the Customer for a potential product line under consideration. The objective was to confirm market need, understand clinician preferences, and to evaluate market opportunities for their emerging medical technology. Such efforts are also often used to support forecasting and revenue projections.
Strategy Inc. Proven Processes
At the direction of the company’s marketing team, Strategy Inc. developed a participation strategy, incorporating the Voice of the Customer analysis with answers to a wide range of strategic queries designed to help formulate the executive commercialization strategy for this emerging clinical area. This Voice of the Customer designed to evaluate clinician needs and preferences, sought also to understand trends, required clinical parameters, the clinical value of specific parameters, and the likelihood for technology adoption within the target clinical market. Strategy Inc. obtained primary data from one-on-one interviews with 30 leading and in-the-trenches physicians, including Intensivists, Anesthesiologists and Emergency Department physicians, in addition to Critical Care Nurses, with half of the participants based in the US and half from Europe.
Strategy Inc. Generates Results
Strategy Inc.’s analysis provided the company with actionable data and insights to frame end-user interest and clinical needs.
Learn more about a Strategy Inc. Voice of the Customer.
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