Theoretically, the Buyer’s Journey is a simple one that follows a linear path. However, anyone who has ever mapped out this journey for their customers knows that it never actually is simple or linear. Competing interests, external factors, subconscious biases, and the consistent lack of time are all elements that lay like mines, ready to scuttle the unengaging and poorly thought-out sales pitch. And customer case studies can come to the rescue.
Customer case studies for the diagnostics and med tech industries
A compelling differentiator that is often over-looked is the customer case study, an effective tool that can be used during the Awareness or Consideration stages of the Buyer’s Journey. A case study can focus on the implementation of your technology in a clinical or lab setting, and the benefits to the end consumer. The key purpose of customer case studies is to build the value proposition of your product in the real world and the patient impact behind the use of your technology.
First you will need to engage with a hospital or clinic that is willing to share the positive impact of your technology on its laboratory efficiency, accuracy of results and patients. Then, you will need to find stand-out information to impress the prospect.
Savings in both time and money and quality of life improvements are key factors to highlight in a customer case study. Clearly articulating the economic benefit to the organisation and the positive effect the technology would have on the workforce will put you ahead of the competition.
Decision-makers naturally gravitate towards economic advantage however, in this day and age, leveraging the workforce benefits of your technology can provide the point of difference against an equally or greater priced competitor. With unemployment at a near all-time low, ways to retain staff by improving their experience at work is a key differentiator that a well-thought-out case study can highlight.
Ensuring that your technology’s benefits stand out compared to your competitors’ technology is also critical, as the clinic or lab decision-maker will be visited by their representatives for the same sales pitch.
Read our article about how IVD and medical technology companies can embrace inbound marketing strategies.
Humans naturally gravitate to things we can see, feel and understand. Placing a human interest story at the core of your customer case study leverages the innate empathy that flows through us all. Pair that with a strong economic argument, and your chances of success rapidly go up.
It is far easier for a client to believe something they can see has worked before rather than buying into the hope of a excel spreadsheet and economic modelling.
These impactful sales materials, however, do not need to be exclusively reserved for pitches. When done well, the stories contained within case studies can be repurposed into a variety of different mediums to increase their value.
Their content is deployable in a wide range of scenarios:
A strong, well thought out case study can be the critical tool in navigating the aforementioned minefield that is the Buyer’s Journey. Providing the point of difference to win that contract, while also generating content that can be used across your business.
London Agency has a long history in working with clients to find the best angle to prepare case studies using our expertise within the health technologies and medical devices sector.
For more information on how to elevate your sales pitch, schedule some time to speak with our team.
