Challenge
A leading medical device company partnered with a creative agency to develop a comprehensive campaign to promote their value-added services. These services, including education and training, imaging support, remote case assistance, and reimbursement, were designed to provide significant benefits to healthcare providers and differentiate the company in a highly competitive market. However, the company faced a challenge: how could they effectively communicate the benefits of these offerings to hospital providers and overcome potential barriers to adoption?
To address this challenge, the company engaged SIVO for their expertise in quantitative validation using positioning and message optimization. SIVO was tasked with evaluating the campaign concepts, understanding the perceived value of the services, and uncovering insights that would help fine-tune the messaging to increase adoption among clinical leadership. The key objective was to position the services effectively while addressing any concerns or misconceptions that could hinder adoption.
Approach
SIVO implemented a quantitative positioning concept test as the foundation of their research approach. This method was chosen for its ability to provide data-driven insights and comprehensive feedback from a large sample of healthcare professionals, ensuring that the findings would be statistically significant and actionable. The process included several key steps:
- Developing the Positioning Concept Test: SIVO worked closely with the creative agency to design a robust testing framework. Three distinct messaging approaches were created, each highlighting different aspects of the value-added services. These concepts were crafted to appeal to clinical leaders and decision-makers within hospitals, focusing on various value propositions such as enhanced patient outcomes, operational efficiency, and financial benefits.
- Gathering Feedback Through Diagnostic Tools: SIVO employed a range of diagnostic tools to gather detailed feedback, including heat maps. These tools allowed the team to capture granular data on how respondents perceived different elements of the messaging. By visualizing areas of interest and concern, SIVO was able to pinpoint which parts of the messaging resonated most and which aspects needed refinement.
- Identifying Red Flags and Optimization Opportunities: SIVO’s analysis aimed to identify any red flags—specific elements of the messaging that could deter adoption or create confusion among providers. The insights gathered were used to highlight areas where adjustments could be made to improve clarity, address common concerns, and emphasize the unique benefits of the services.
- Delivering Actionable Insights: In an effort to maintain agility and collaboration, SIVO shared interim findings with the creative agency. This allowed the agency to make real-time adjustments to the campaign before presenting the refined concepts to the client. By providing early access to the data, SIVO ensured that the final recommendations were aligned with both the agency’s vision and the client’s strategic goals.
Key Findings
Several insights were uncovered that played a pivotal role in shaping the final campaign:
- Diagnostic Insights Lead to Optimized Positioning Messaging: The use of heatmaps and other diagnostic tools revealed clear patterns in the feedback. The messaging areas that emphasized the services’ financial benefits, such as justifying ROI, resonated strongly with hospital decision-makers. On the other hand, messaging that did not adequately address time and resource constraints was less compelling. These insights allowed the team to refine the messaging, focusing on the strongest value propositions and making targeted adjustments to enhance clarity and appeal.
- Understanding Adoption Barriers: Through the concept testing process, SIVO was able to uncover specific barriers that could potentially hinder the adoption of the services. These included concerns about the time commitment required to implement the services, the perceived strain on existing resources, and questions about the long-term financial impact. By identifying these challenges early, SIVO provided actionable recommendations that enabled the client to proactively address these issues in their messaging strategy.
- Seamless Agency Collaboration: One of the key advantages of SIVO’s approach was their ability to seamlessly integrate into the existing agency-client dynamic. By working closely with the creative agency and providing early access to insights, SIVO ensured that the project maintained a unified direction. This collaborative approach not only strengthened the relationship between the agency and the client but also resulted in a more refined and effective final campaign.
Impact
The results of SIVO’s involvement were significant, demonstrating the value of a data-driven, collaborative approach to concept testing:
- Refined Messaging and Increased Clarity: The final campaign was optimized based on detailed, quantitative feedback. The messaging was fine-tuned to highlight the most compelling aspects of the value-added services, ultimately making it more persuasive and aligned with the needs of healthcare providers.
- Proactive Solutions to Adoption Challenges: By identifying and addressing potential barriers early in the process, SIVO helped the client create a more resilient and effective campaign. The final messaging provided clear and credible responses to common concerns, making it easier for hospital decision-makers to see the value of the services and commit to adoption.
- Enhanced Client and Agency Alignment: SIVO’s strategic collaboration with the agency allowed for a seamless exchange of insights and adjustments throughout the project. This approach not only ensured that the campaign was well-received by the client but also strengthened the agency’s ability to deliver a solution that exceeded expectations.
Elevate Your Brand Strategy with SIVO
Looking to refine your messaging and drive greater adoption of your services? SIVO offers customized research solutions designed to optimize your brand experience and uncover valuable insights. Contact us today to learn how we can support your next campaign.