Achieving Healthy Growth Among Hospitals

The Challenge:

A leading provider of diet office and food service management software needed to determine where to focus their sales and marketing resources to maximize their revenue growth.  Was there still much growth opportunity among hospitals, their core customer segment, or should they shift to other sectors, such as education, hospitality and government?  And how should they position their product offering? They asked Skoping to help them address these questions.

The Approach:

After reviewing the client’s customer base among hospitals and analyzing the top competitors, Skoping designed and executed one-on-one market research with the appropriate decision makers at 80 hospitals across the U.S., identifying their current use of this type of software, their satisfaction level, pain points, key feature needs, decision criteria and brand perceptions.  We then analyzed the results across different types of hospitals and identified the areas where there was the strongest opportunity for our client.

The Result:

We determined that there was still ample opportunity for our client to grow sales by focusing on a portion of hospitals that weren’t using any diet office software today, as well as on the sizable number of dissatisfied users of a competitor’s software.  In addition to profiling the types of hospitals to target, we identified the key product capabilities and messaging points our client should emphasize in their sales and marketing efforts.  Our research also gave our client a deeper understanding of how customers perceived their brand vs. the competition, highlighting a few important areas to address.  

The Bottom Line:

The client revamped their sales and marketing efforts to effectively target the potential new accounts and grew their revenues as a result. They successfully landed new, unpenetrated hospital accounts and also took significant share from the vulnerable competitor.

Our expertise in the technology sector covers many areas, including displays, printing, scanning, retail/POS systems, augmented reality, IOT, and web-based solutions. 

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