Client
Leading Healthcare Provider
Issue
In order to develop and position new medical equipment, Murphy Research segmented US hospitals to determine which hospitals were the best fit with the product and what positioning strategies would generate the most revenue.
Approach
Murphy Research designed a multi-phase project to understand and classify US hospitals based on their
needs and attitudes towards technology. In-depth interviews were conducted with c-level hospital decision makers to gather a deep understanding of hospital technology needs. A full segmentation of US hospitals was created to classify hospitals and identify which hospitals were opportune targets for the client. An on-going classification study was run to develop a database of US hospitals who fell into the target market.
Impact
The company was able to design a sales strategy and improve sales for their new medical equipment.
