EXAMPLES OF MARKET RESEARCH AND SALES SUPPORT PROJECTS
Product Design Research
Designed a survey and testing methodology to determine customer preferences around device form factor attributes and rankings around competitive offerings. Redesigned survey in response to a corporate decision to set the design path, focusing instead on how best to position and message the selected design. Conducted in-person customer interviews with electrophysiologists in major metropolitan markets. Analysis was critical for development of several key marketing messages and competitive pieces.
Customer Survey
Developed survey to assess customer experience with a new product and service launch. Conducted telephone surveys with customers and identified best practices, key issues to be addressed, and opportunities to improve service.
Field Survey
In response to a FDA communication regarding a recently launched product, conducted interviews with sales representatives and regional managers to assess field morale, identify common customer objections, and collect best practices for managing the situation. Delivered strategy that was implemented by marketing and sales management teams.
Customer-Centric Modeling Tools for Sales Calls
Partnered with Health Economics and Reimbursement team and field advisors to create a modeling tool to support the company’s positioning during sales calls. The primary objective of the tool was to demonstrate that the impact of the Centers for Medicare & Medicaid Services (CMS) reimbursement changes would be minimal to customers. Created training materials to educate field personnel on the changes in reimbursement. Created customer segmentation for the messaging and provided talking points and positioning for use by the sales representatives during their conversations with customers.