Brand Repositioning Leads to Market Expansion Opportunities for a Health Tech Major

Listen

The Challenge

The client needed to:

• Create sharper competitive differentiation in a saturated healthcare technology market
• Understand how customers perceived the brand and their experience across the lifecycle
• Capture customer expectations from service providers in the category
• Compare external customer perceptions with internal leadership views
• Build a fact-based foundation to inform brand and go-to-market strategy

At a strategic level, the organisation required triangulated insight to guide a winning repositioning approach.

Act

Insight-Led Diagnosis and Design

Feedback Insights designed a comprehensive brand assessment to capture a 360-degree view of market perception.

• Executed a three-pronged brand assessment combining qualitative and quantitative research
• Conducted in-depth qualitative conversations with senior leaders, board members, and CXOs from customer organisations
• Used qualitative hypotheses to design quantitative surveys
• Rolled out surveys across customer segments, offerings, geographies, and organisational levels

The approach ensured brand decisions were anchored in both internal and external perspectives.

Accelerate

• Identified customer attitudes and expectations from healthcare technology service providers
• Assessed customer experience across key lifecycle stages
• Tracked evolving market trends impacting brand perception
• Defined clear customer segments and buyer personas
• Clarified brand strengths and limitations