Driving uptake in a crowded market

Challenge

A global leader in medical devices wanted to evaluate their current digital and content strategy and explore how to develop a competitive content strategy against new market entrants

What we did

• Deployed AI-driven customer insight research to analyze stakeholder (physicians, nurses, payers, administrators) priorities, brand perceptions, and selection criteria.

• Segmented the market by therapy options, clinical evidence, stakeholder behaviours and demographics to pinpoint growth opportunities.

• Identified tailored content strategies, leveraging competitive strengths and addressing gaps

Results and insights

• Quantified audience segments, personae and needs across different specialist categories

• Identified high-impact messaging categories for each segment group, balancing their core needs and relative brand strengths

Key takeaways

AI-driven audience intelligence enables real world  segmentation and messaging to optimize resource allocation