Case study – Strategic product management workshop
InterMed Medical supplies quality products and provides professional services to public and private hospitals,
private clinics, and to health care specialists. Over the past 25 years, their products and services have enabled
New Zealand’s healthcare industry to operate in a more focused, flexible and responsive medical environment.
The business challenge
A recent organisational restructure at InterMed Medical resulted in the creation of a new Product Management
team. The Product Managers in the team had very different career experiences before becoming Product
Managers resulting in varying degrees of commercial and Product Management experience.
InterMed Medical needed to standardise their Product Management approach and identify a consistent set of
tools that the Product Team could use to support the corporation’s new direction. Intermed wanted to change the
focus of their marketing and communications materials, which addressed product features rather than product
value and resulted in sales conversations that negotiated on price rather than explain the product’s value.
Our efforts and the outcomes
brainmates facilitated a 2-day on-site workshop with InterMed Medical ’s Product Management team to unify the
Product Managers’ experiences and to streamline InterMed Medical’s Product Management process. The
workshop stepped through a selection of key Product Management templates in brainmates Product Managers
Effectively describe who the users of their products were,
What jobs or outcomes these users were trying to complete with their products
Identify the specific market problems that their products solved in relation to these tasks
Prepare simple and effective messages that highlighted the resulting benefits of using the product
The Product Team completed the workshop by delivering a product presentation to InterMed Medical’s
stakeholders, that revealed previously unexplored value and competitive advantages in their products by clearly
communicating product value rather than product features.
The applied Product Management method will ensure InterMed Medical’s Product Team will continue to create
and communicate effective marketing messages to their customers.
“Thanks to InterMed for the opportunity for me to attend the brainmates 2-day workshop. I found the workshop
very valuable and now have some new template tools to assist me in my role, particularly when looking at new
products and analysis of where and how to best promote products for optimal outcomes.”
Gloria Durrant, Product Manager, InterMed Medical
www.brainmates.com.au +61 (02) 9232 8147