VOC RESEARCH

JUSTIFIES MEDICAL EQUIPMENT UPGRADES

Capability: Market Insight Market Strategy

Axiom Tools: Panel Research

Business Objective

  • Justify purchase of premium medical exam furniture

Strategy

  • Solicited VOC feedback from doctors, nurses, purchasing agents and hospital buying groups
  • Identified value statement and purchase triggers
  • Created pricing models, value tools and sales programs

Results

  • Discovered ADA tax legislation that helped offset the purchase price by 50%
  • Created a sales financial tool to calculate the product’s value in terms of increased safety, convenience, productivity and reduced time
  • Created the product’s unique selling proposition, key messaging, purchase bridges, barriers and price elasticity

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