Case Studies
Product positioning : How we helped a medical device manufacturer position a new product in a competitive market.
Objective: position a new model of blood glucose monitor.
A healthcare manufacturer had designed a new blood glucose monitor and wanted advice on how to position it.
Market: France.
Targets and methodology: a total of 24 in-depth face-to-face interviews with diabetic patients and pharmacists in 2 major French cities.
Insights: MackSense identified patients’ attitudes towards existing blood glucose monitors and highlighted unmet needs. MackSense also tested the acceptability of the new concept of blood glucose monitor. MackSense then analysed how the users’ and pharmacists’ attitudes could influence the uptake of the new device and advised our client on how to best position their new blood glucose monitor on the French market.
New market entry : How we helped a pharmaceutical company introduce a new drug in Europe.
Objectives: Introduce a new pharmaceutical drug for the treatment and prevention of bone and joint tissue disease.
A pharmaceutical company had designed a new compound that could be used in the treatment of osteoporosis and had an innovative mechanism of action. The company was considering launching the compound on 5 European markets and needed information on pricing and marketing mechanisms in those markets as well as advice on how to market the drug on each market.
Markets: France, Spain, Italy, Portugal, UK.
Targets and methodology: desk research + telephone interviews with pharmacists, payers, marketing authorities and health technology assessment organisations.
Insights: MackSense reviewed the pricing and reimbursement mechanisms for osteoporosis drugs in the 5 markets, provided a reimbursement roadmap and outlined the typical pathway for marketing a pharmaceutical drug in a country of the European Union. MackSense also analysed the likely perception of the new drug on each market and whether it could be marketed as a princeps drug or as a generic drug.
Sales development : How we helped an ICT company increase its sales of VoIP solutions.
Objectives: Increase the sale of enterprise VoIP solutions to SMEs in 3 European countries.
A VoIP service provider was looking to increase its market share in the UK, France and Germany. They wanted to develop and implement a new strategy for increasing sales to SMEs and improving customer loyalty.
Markets: UK, France and Germany.
Targets and methodology: 12 in-depth telephone interviews with enterprise VoIP users, IS managers and company directors in each market.
Insights: MackSense identified and analysed the key criteria for the purchase and use of VoIP solutions in small and medium companies. MackSense also identified the key customer satisfaction requirements and how they influenced loyalty. MackSense was then able to recommend priority actions that our client should develop to increase sales and improve customer loyalty on each local market.