Case Studies

Improving The Brand Experience

Coloplast is a leading manufacturer of medical appliances treating Colostomy and incontinence patients. These products are sold through a nationwide medical products dealer network and over the internet. Clinicians and medical facility materials managers are the key buying influences.

Challenges

Coloplast did not have actionable feedback from clinicians and materials managers Marketing and selling processes and materials were lacking segmented and prioritized importance based benefit messages

Approach

Conducted clinician and materials manager primary research to develop current state assessment and needs hierarchy Analyzed stated versus derived importance of product and service benefits to identify crucial benefits that drive purchase behavior Developed brand experience roadmap to identify key gaps in the current experience Prioritized recommended experience improvement actions based on the value created and ease of implementation for Coloplast

Results

Demonstrated ability to contain costs without reducing care Developed partner-oriented relationships with hospital, IDN and GPO Enhanced relationships with distributors Illustrated how Coloplast improves/ complements the hospital supply chain Increased compliance with hospital contracts

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