Capability: 
Market Insight Channel Strategy
Axiom Tools: Panel Research
Business Objective
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Justify purchase of premium medical exam furniture
Strategy
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Solicit VOC feedback from doctors, nurses, purchasing agents and hospital buying groups
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Identify value statement and purchase triggers
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Create pricing models, value tools and sales programs
Results
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Discovered ADA tax legislation that helped offset the purchase price by 50%
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Created a sales financial tool to calculate the product’s value in terms of increased safety, convenience, productivity and reduced time
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Created the product’s unique selling proposition, key messaging, purchase bridges, barriers and price elasticity
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