Launching in an undifferentiated market

Capitalizing on an opportunity

A European leader in Infection Prevention products had a unique opportunity to introduce their disinfecting wipes and hand sanitizer to health systems in the US for launch in early 2021. While product shortages could have built some short-term demand for their product, they wanted to position themselves to gain a long-term foothold in the market.

Uncovering underserved needs

The Connell Group conducted two phases of research with Nurse Practitioners and Infection Prevention Specialists to understand pain points, aspirations, decision making, and ideal product features.

• Qualitative research revealed current policies and protocols, purchasing decision making, and underlying attitudes and beliefs that inform their view of the world.
• Quantitative research uncovered the benefits that could meaningfully differentiate this new brand as well as the combination of product features that would best deliver on their needs.

Launching with a compelling and consistent value proposition

Our insights revealed the importance of acknowledging the hard work that nurses and infection preventionists do. Too many competitors take credit for keeping patients safe and infection free, when it is really the nursing staff that keep everyone safe – they just need to tools to make it faster and simpler for them. Our client is nearing a US launch with a unique and compelling message to allow them to breakthrough in this new market.