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MEDICAL DEVICE COMPANY
PATIENT & HCP SEGMENATION, PRODUCT POSITIONING

Image by Andrew Moca

Persona Development - Conducted qualitative and quantitative research to develop patient and HCP personas.  Prioritized segments and developed core messaging by persona.

CHALLENGE:

The company was planning for a new product launch and wanted to more fully understand the market dynamics and tailor the commercial plan accordingly. 

SOLUTION:

Utilized Seagrove database of HCPs and people with diabetes (PWD) to conduct qualitative and quantitative research to develop HCP and patient (both T1D & T2D) personas.  Seagrove utilized these personas to develop positioning and launch tactics.

PROCESS:

  • Conducted Research: Conducted focus group studies to identify personas for both HCPs and PWD.  Utilized primary research to validate and quantify segmentation.

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  • Developed Insights: Utilized research to develop key insights about each persona to recommend launch strategies to maximize adoption.

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  • Product Positioning & Messaging: Developed product positioning and tested messaging tailored to personas and segmentation.

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