The company was facing increased competition for its core product due to changes in the market and needed to identify how to stay ahead of its competition with more direct competition on its core product. Cicero conducted multiple phases of research, which included both qualitative and quantitative research. First, Cicero worked with the client to better understand the market and what was already known about the company’s proposed new product. Cicero then took the learnings from that information and conducted dozens of in-depth interviews with physicians from across the country to better understand what their underlying emotions were about converting to a new product, how to message the product, and what the preferred reporting format was. The client used this information to further develop key components of its product which were still in the design phase.
Cicero then conducted a quantitative study with physicians from a broad variety of specialties to understand potential conversion rates, as well as what the key drivers of conversion are for each physician group. Cicero employed a robust analysis to better understand what the key drivers of conversion are, as well as the potential trade-offs the client needed to consider if it focused resources in a particular area. Cicero also tested key messages related to going to market with the product, and identified that three key statements resonated with all physicians and helped define the go to market messaging.
Cicero’s research and analysis resulted in key insights contributing to over 80% of physicians stating they would convert to the new product.
