CASE STUDY
INFLUENCES ON BRAND AWARENESS & PURCHASE
A digital health company with enterprise SaaS for hospitals and payers wanted to understand the role of influencers in brand perception and purchase decision making.
ACTION
Health Market Experts assembled a team of experts, including a digital health thought leader, an influence mapping analytics expert, a clinician, and a project manager. We identified, recruited, and interviewed executives (e.g., CIO, CTO, CFO, CEO), industry analysts, and digital health influencers. We designed and conducted a quantitative survey to test hypotheses and to serve as inputs to the influence mapping model. Health Market Experts examined brand awareness and purchase decision making, including the process, the personas, and the role of influence.
RESULT
The client gained clarity on the personas of decision makers and influencers and their impact on brand awareness, preference, and purchase. The client used the market insights, business implications, and strategic recommendations in C-level plans for brand campaigns and market development.
DOMAIN
Marketing
Buying Process
Influence Mapping
Digital Health
Health Systems
Health Plans
Venture-Backed Start-Up