Life Sciences Product Analysis
Background
A full-service health and wellness agency had developed a proprietary, omnichannel life sciences focused marketing accelerator that managed the collection of person-level data from various sources, the alignment and harmonization of those sources, and introduced proprietary machine learning algorithms to increase client sales and ROI.
Challenge
The company was interested in uncovering a deeper level of insight about their top perceived competitors, particularly focused on product branding, messaging, features/functions and pricing. They needed an organization with a background in both the healthcare industry and with customer data platforms (CDP’s) to conduct this research and provide an independent evaluation.
Solution
Unista was brought in to first understand the company’s product offering in order to set a baseline for comparison. We then investigated each competitor identified by the company through web crawls, press releases and news data, public product reviews and discussions, and research-based phone calls for a 2 month period. At the end, we provided a detailed report that underscored how each competitor could be seen by the company. This was used to gain insight into marketplace differentiators and positioning, allowing the company to make more educated decisions related to its own product and how it was marketed.