Case Studies: Biomedical

Our biomedical client was preparing a strategic plan and needed to compare their market position to that of their competitors.

We investigated the top eight competitors, and took a comprehensive approach by also targeting suppliers and customers for our research efforts. In addition to the specific data that the client requested, we captured and organized other valuable information into reports on how each of the companies and their customers perceived themselves and each other. Our client was shocked to find—industry perspective notwithstanding—customers viewed the product as a commodity and had little interest in what the client thought was important.

The client became more objective about their strengths and weaknesses and realized their perspective was too insular. As a result, they undertook even greater research and successfully changed their marketing strategy to reflect the realities of the market.