Long-term care facilities have a tough job. To create a safe, healthy and mentally stimulating environment for elderly residents at a fair cost presents many unique challenges. Then, add in a Pandemic... and, oofta! Downstream, the squeeze and added pressure, left our client, a medical device manufacturer serving this market with a simple question, “How can we provide value?”
Our project had two phases: Voice of the Customer Research with Journey Mapping and Segmentation Strategy. No two snowflakes are the same. So too do buyers with the same titles at similar companies differ. In order to deliver value to these stressed buyers, we had to start with an understanding of their motivations and decision-making criteria.
The path to answering “What do buyers value?” started with stakeholder interviews. These internal resources had decades of experience with buyers. Yet, especially during a Pandemic, buying behaviors change. Therefore, we set out to corroborate these assumptions with first party intelligence. We created and conducted a first party survey of buyers. With survey results in hand, our data scientists began analyzing the results and uncovering the significant factors that grouped buyers.
Unlike traditional B2B segmentation, it wasn’t facility size or job title that buyers had in common, but instead buying behaviors like “Maximizers” who value efficiency and therefore prefer a single source for equipment needs versus “Outcome Seekers” who make decisions based on how well the product creates their desired patient outcome.
From here, we assessed the customer journey. How do people learn about options for equipment? What impact do peers have on influencing the decision? The result was a journey map with stand-out impact and influence on the purchase decision throughout.
With the right buyers defined, and the right time aligned to the journey, it was time to finesse the right messaging and which content types would best deliver them. Our primary research worked as the backbone to ground our joint teams in what buyers were asking for. As a result, video investments as well as thought leadership channels were prioritized for their projected return on investment.