Case Study

Medical device customer relationships and reputation study

Optimizing partnership outreach through executive-level Voice of the Customer insights and competitive benchmarking.

Overview

<p>GLG delivered consistent, high-quality insights through expert access, advanced analytical methodologies, and seamless execution across medical verticals.</p>

Senior Decision-Maker Access: GLG successfully engaged N=104 C-suite executives and key decision-makers, providing the client with rare access to the individuals who define hospital procurement and partnership strategy.

Multi-Disciplinary Reach: The study captured insights across four medical industries - General Surgery, Neuroscience/Orthopedic Spine, Diagnostics & Imaging, and Cardiovascular.

Advanced Quantitative Methodology: By leveraging key driver analysis and brand health scoring, GLG moved beyond surface-level feedback to provide a deep understanding of what truly motivates executive preference.

Strategic Roadmap: The final 40-slide deck served as a strategic guide, establishing a clear Voice of the Customer to inform future hospital-based initiatives and outreach improvements.

CHALLENGE

A leading medical devices and diagnostics company wanted to validate and improve its partnership outreach strategies. The client needed to understand how executive leaders perceived their brand relative to competitors and identify unmet needs and best practices within hospital environments.

THE GLG APPROACH

GLG designed and administered a comprehensive online survey, providing full-cycle support from initial design to final analysis. To reach the required target sample, the GLG survey team managed a rigorous recruitment process targeting high-level decision-makers across diverse medical specialties.

The analysis was powered by advanced quantitative methodologies to ensure the findings were both statistically significant and strategically actionable.

The study utilized:

Key Driver Analysis: Identifying which factors most significantly impact the client's reputation and partnership success.
Brand Health Metrics: Measuring relative brand strength and health scores against key market competitors.
Executive Feedback: Capturing granular feedback on the client's key executive offerings to uncover specific opportunity areas.

OUTCOME

GLG delivered a robust data package, including individual raw responses in Excel and a comprehensive ~40-slide topline report. This report synthesized the complex data into clear, executive-ready findings that pinpointed exactly how to improve hospital awareness and outreach effectiveness.

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