Sparking Interest & Adoption with Healthcare Providers
The Situation
Our client had developed a novel blood glucose monitoring technology. The challenge? Most healthcare providers had long since lost interest in the category, as they deemed all current competitive products to be more or less the same. We were tasked with sparking renewed HCP interest in the category and our client’s innovation.
Our Approach
We started by identifying and focusing on healthcare providers’ biggest unresolved pain points as it relates to managing patients with diabetes. These insights were used to develop a compelling value story for our client’s innovation by using clinical evidence to connect the product’s benefits to better patient outcomes—and ultimately to help address long-standing unmet needs of clinicians. This value story was brought to life via an interactive sales aid, website, and webinar program.
THE RESULT
In subsequent research, HCPs found the clinical value story to be highly differentiated and compelling, resulting in high interest and high likelihood to recommend the product.
