From 2012-2014, UniqueView worked through a US based consulting company to serve a world leading medical instrument company to conduct a series of projects targeting different types of audiences, including surgeons (GYNs, general surgeons, colorectal surgery, ENT, etc.), nurses (head of nurse in operation room and head of nurse for certain department), and purchase decision makers (head of procurement department and president of the hospital). Our findings helped our client on the following:
- Evaluate target (surgeon/provider) concepts with the goal of understanding the “right” insights, benefits, and reasons to believe (RTBs) with key targets.
- Determine the language and features that most clearly and compellingly communicate the specific benefits.
- Understand what product design concepts meet customers’ expectations while best differentiating versus the client’s product portfolio.