Background: Our client, a leading medical imaging equipment provider, developed an innovative product offering increased speed without sacrificing quality. With multiple marketing materials on hand, they needed to determine which would resonate best with their target audience and identify the most effective messaging elements.

Process: We conducted intensive research over two weeks, interviewing prospective users and purchasers of the equipment. Collaborating closely with the marketing team, we provided iterative feedback that guided the refinement of their materials.

Status: Our insights uncovered critical aspects of the budgeting and purchasing cycles for this type of medical equipment. We pinpointed the most compelling value propositions, validated the product’s competitive advantage, and pinpointed the copy and visuals that best conveyed its benefits. The client successfully incorporated our findings into their go-to-market strategy, ensuring the most effective launch of their innovative product.