Case Study
Brand Health Study – Sterilization Products
Objective of the Study
In order to respond to new market opportunities and aid strategic decision-making, the client wanted to gain insight into their sub-brand relative to competitors. The study assessed the sub-brand unaided and aided awareness, identified the sub-brand awareness baseline, and gave directions on how to improve the key brand health metrics.
Methodology
GEOGRAPHICAL SCOPE: US, China, Japan, Brazil
METHODOLOGY:
Quantitative Mix Mode interviews
TARGET DETAILS:
Center Sterilization/Sterile Processing Managers and Supervisors, Central Sterilization Director, Sterilization Coordinator and Technicians, Nurses in Acute Care Hospital and ASC who sterilize or supervise individuals who sterilize medical/surgical instruments in their facility.
LOI:
20 min.
MAIN RESULTS
Investigated awareness, trust and usage of client’s brands in a comparative perspective with the competitor
Identified the promoters of various sterilization brands, quantified the expected usage in the next months and understood the reasons that led to future usage/non-usage
Understood the brand associations and equity in a comparative perspective, and quantified loyalty to brands.
Identified the gaps between brand delivery-brand promises for client’s brand in a comparative perspective
Offered solutions on how to best reach each target to bolster brand awareness
KEY TAKE-AWAY
Identified missing aspects that boost recommendation and frequent usage of the client’s brands, the attributes to focus on and the preferred communication channels, while helping to rethink its communication strategy.
