Building Brand Experiences: Brand Naming Research for Healthcare

Challenge

A global leader and Fortune 500 company faced a pivotal decision: naming a line of innovative products designed for high-risk patients and procedures. The stakes were high, as the chosen name would need to communicate the product’s unique benefits, resonate with healthcare professionals, and align with the company’s brand identity. 

Initially, the brand team intended to rely on their internal expertise and intuition to make this critical decision. However, their creative agency emphasized the value of an evidence-based approach. By introducing SIVO into the process, the agency and brand team agreed to leverage robust consumer insights to ensure data, not assumptions, guided their decision. This partnership ultimately demonstrated the power of informed research in achieving a stronger market position.

Approach: Quantitative Naming Survey

Recognizing the urgency of the project, SIVO tailored a quantitative survey to meet the client’s needs efficiently and effectively. The research gathered input from over 130 surgeons and internal stakeholders, providing a comprehensive perspective on potential brand names and acronyms. By focusing on key performance indicators (KPIs), the survey evaluated each option’s ability to communicate product benefits, differentiate the brand, and encourage adoption among healthcare professionals.

SIVO’s expertise in the healthcare sector ensured that the survey was meticulously designed to capture nuanced insights. The team’s deep understanding of medical terminology, industry trends, and the target audience added significant value to the research process. By collaborating closely with the creative agency and the client, SIVO streamlined the survey process to align with tight timelines without compromising the depth or quality of the insights. This collaborative effort exemplifies SIVO’s commitment to delivering actionable and reliable results.

SIVO customized deliverables to align with the client’s decision-making framework to enhance the research’s impact. Detailed analyses and clear recommendations ensured the findings were immediately applicable, enabling the brand team to move forward confidently.

Impact

• Predictive and Nuanced: The research provided statistically reliable guidance, identifying names and acronyms that effectively conveyed the product’s benefits and unique value. These insights empowered the client to select a name that resonated with healthcare professionals and encouraged product adoption.
• Fast, Tailored Solutions: SIVO’s agile approach ensured that the client received actionable insights within the required timeframe—the customized deliverables aligned seamlessly with the client’s needs, enabling efficient decision-making.
• Expertly Informed: Drawing on years of experience in healthcare and medical markets, SIVO’s team brought category-specific expertise to the project. This knowledge elevated the research’s quality, ensuring the findings were both relevant and impactful.

Beyond delivering a successful outcome for this project, SIVO’s collaboration highlighted the broader value of quantitative consumer insights in branding decisions. The client not only achieved their immediate goal but also gained a deeper appreciation for the role of evidence-based quantitative research in building strong, resonant brand experiences. This case study underscores the importance of integrating data-driven strategies into creative processes, particularly in high-stakes industries like healthcare.

Conclusion

This project is a testament to the power of partnership and the impact of informed decision-making. By leveraging SIVO’s expertise, the client was able to navigate a complex challenge with precision and confidence. The insights provided by SIVO not only guided the naming process but also reinforced the value of agency collaboration and strategic research.

Unlock Your Brand’s Potential with SIVO

Whether you’re developing a new product or redefining your brand strategy, SIVO’s consumer insights can provide the clarity and direction you need. From branding and product positioning to understanding your customer experience, SIVO’s tailored market research solutions empower businesses to make confident, data-driven decisions. Contact us today to discover how we can help you achieve your goals.