How Diagnostics and Life Sciences Companies Use Customer Feedback

A leading provider of in vitro diagnostic and life sciences products engaged Phronesis Partners to conduct a Voice of Customer (VOC) survey. The objective was to gain a comprehensive understanding of the market landscape by gathering feedback from diagnostic device purchasers and life sciences customers.

Objective

The client aimed to enhance their market positioning and customer satisfaction by:

• Exploring general concerns and growth areas within the market
• Identifying key decision-makers involved in sourcing and procurement
• Evaluating their brand's performance and loyalty among customers
• Understanding supplier reputations and key customer expectations

Solution

Phronesis Partners implemented a structured methodology:

• Target Audience Identification: We focused on professionals responsible for or involved in decision-making and procurement of diagnostic devices and life sciences materials
• Sample Recruitment: A diverse sample was recruited, including 25 respondents each from major commercial labs, small/medium hospitals, large hospitals, physician practices, academic institutions, and pharma/biotech companies
• Quantitative Survey: A 15-minute survey was conducted to collect data on market concerns, decision-making processes, brand evaluation, loyalty, and customer expectations

This approach provided a comprehensive view of the market dynamics and customer perceptions.

Impact

The study enabled the client to:

• Identify general concerns and areas for market growth
• Discover titles across the industry involved in sourcing and decision-making
• Conduct a brand evaluation for their client
• Provide brand loyalty data
• Understand supplier reputation and key customer expectations

These insights facilitated strategic decisions to enhance market presence and customer engagement.