A startup company had spent a considerable amount of time and resources on developing their flagship molecular diagnostic product. However, they had been so focused on the science, and not the market, that they neglected efforts related to the actual commercialization of the product.
An insight-driven strategy was employed by first conducting qualitative research with the industries top KOL’s. During those face-to-face interviews, the KOL’s unmet needs and specific behaviors began to surface. Next, the KOL’s attributes and behaviors were validated quantitatively in a much larger cohort via an online survey. Thereafter, a series of brainstorming workshops, with both internal and external stakeholders, were conducted to reveal the insights derived from the qualitative and quantitative research.
The newly acquired customer insights were used to develop new value propositions, messaging, and sales tools to help the commercial team to successfully launch and target the right customers backed by a new brand advertising, social media, and trade show campaign.