Medical Device Company Ramps Up New Product
New product designed for hospital catheter and IR labs; management had concerns about how to effectively sell and price the system.
Using Proto-Marketing expertise, Northpoint conducted 44 in-depth interviews in webinar format that simulated a 12-month sales process in 45 minutes.
Research determined that the assumptions about ROI to the customer were too low – so they repositioned the product at a significantly higher price. This added 7.5 points of gross profit based on the simulated sales call findings.
Value proposition, segmentation, targeting, and positioning
Voice of the Customer Research