Supply Chain Services Company Targets Growth in Healthcare Sector

A provider of supply chain and technology services wanted to grow its brand awareness and market share in the healthcare sector
The Challenge
Growing market share in the healthcare sector
The supply chain and technology services company saw an opportunity to grow its market share in the healthcare sector. To do so, it wanted to benchmark its brand awareness and position among senior decision-makers at large hospitals and healthcare systems responsible for procurement. This would be used to measure the impact of its marketing initiatives on brand awareness, consideration, and usage over time.
Senior supply chain and IT decision-makers in the healthcare industry are hard to identify and reach – it required a B2B market research company with experience in facility maintenance and operations market research to conduct brand health tracking research.
Our Approach
Brand tracker to measure the impact of marketing initiatives
Werk Insight, a B2B market research agency, designed brand tracking research to assess brand awareness, perceptions, and consideration of the supply chain and technology services company and its competitors.
We designed a quantitative survey and conducted 250 facilitated interviews with senior decision-makers for large hospitals and healthcare systems. The respondents were custom recruited, which included detailed screening and identity validation to ensure that they were representative of the target audience. We set quotas to achieve a mix of roles and functions across hospitals of various sizes by state.
The survey captured brand awareness and perceptions, including likelihood to recommend (used to calculate NPS scores). We also conducted a trade-off exercise to determine the most critical needs for decision-makers and then asked them to evaluate brands on these dimensions. In addition, the survey captured the top information channels used by decision-makers to learn about service providers to inform marketing channel strategy.
The data analysis compared brand metrics for the supply chain company and its competitors, providing a relative benchmark for brand health. It identified clear opportunities where branding and marketing efforts should be focused, overall and within each service line. Further breaking the results down by segment showed which audience groups represented the greatest growth potential, based on attributes such role/function, seniority, organization size, and geographic area.
Our report included quotes from the verbatim responses to open-ended questions that provided key context into the needs, behaviors and attitudes of supply chain and IT decision-makers. We developed a comprehensive final report including an executive summary of key findings and strategic recommendations, accompanied by detailed analysis of each survey question by sub-groups.
The Insight
Clear strategy for growth in the healthcare sector
Our research captured the brand equity of the supply chain and technology services company among decision-makers at hospitals and healthcare systems, versus its competitors. This identified where to focus efforts and resources in the brand funnel to improve sales conversion rates, what benefits to emphasize in messaging, and which marketing channels to use. As a result of these findings, the supply chain company is investing in new marketing efforts and refining its value proposition to better resonate with target audiences.