Confusing messaging impeding growth
Our client had unique and compelling technology that leveraged Virtual Reality (VR) for healthcare provider training. However, they were having difficulty getting traction with health systems. They knew that once people “got in the headset,” they typically purchased, but revenue was stalled as preliminary messaging was not moving prospects past initial conversations.
Understanding training challenges for nurses
The Connell Group conducted qualitative research with nursing leaders to understand the challenges they faced, and the role of current training resources to help them solve those challenges. We also gained reactions to the product concept.
Positioning the technology platform, not just the product
As a result of our research, The Connell Group proposed a revised positioning that helped the client better compete against traditional training methods. In partnership with their creative agency, we led a workshop with the client’s leadership team to determine how to best bring the positioning to life through marketing communication, sales process, product improvements, and services.