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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 80 www.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
