Visit us on the web: http://www.themarketechgroup.com/?utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies About Us: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40 Contact Us: http://www.themarketechgroup.com/index.php?page=Contact_TMTG&utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies

1. USA
502 Mace Blvd, Suite 15
Davis, CA 95618
United States
Tele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
This IT Client considers the healthcare industry to be a strategic vertical market. As a
System Integrator, the Company was not used to operating in the healthcare space and
had historically relied on partners. In order to support its sales of storage systems, Unix/NT
servers, and various other applications, the Company created an alliance with Microsoft
Corporation.
The Client wanted to improve its go-to-market strategy with a potential direct sales
approach, as well as optimally position its products and services by improving its custom-
ers’ storage needs.
SOLUTION
The MarkeTech Group (TMTG) conducted several qualitative discussions with large
provider accounts at the CIO and C-suite level. TMTG’s access to high level decision
makers and ability to conduct “peer-to-peer” interviews provided a great source of competi-
tive intelligence on what the Client’s competitors offer both in terms of services and pricing,
as well as how such services are delivered. TMTG also assessed how the Company’s
offering and brand name were judged by customers and was able to deliver SWOT and
value proposition analyses.
Based on TMTG’s analysis, the Client was able to assess the value of its partners and
service offering positioning. TMTG was subsequently asked to present the results at the
Company’s national sales force meeting and received high marks from the senior manage-
ment team. Results confirmed suspicions of lost opportunity and triggered new strategies
to capture additional market share.
EUROPE / FRANCE
3 rue Emile Péhant
44000 Nantes
France
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South America
Europe
Qualitative Research
Strategic Consulting
Quantitative
Asia
PROFILE
CLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical Device
Medical Imaging
Medical Diagnostics
Medical IT/eHealth
Biotechnologies
Pharmaceuticals
Technology Assessment
Opportunity Analysis
Customer and Product Requirements
Product Concept Testing
Segmentation Analysis
Brand Positioning
Packaging and Materials Testing
Go to Market Planning
Pricing
PRODUCT MONITORING
Customer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNING
Custom Market Analysis
Market Mix Analysis
Optimizing Sales Channels
for a Storage Player
TECHNOLOGY GO / NO GO
North America