Business-to-Business

Situation

Our client has a unique drug/delivery method and was interested in learning more about awareness of the technology and how their company is perceived by pharmaceutical respondents who are responsible for selecting partners.   Additionally, they needed to learn what companies looked for in a partner and what barriers keep them from working with another company.

Solution & Task

Answers & Insights conducted 50 telephone indepth interviews with business development managers, directors and vice presidents.  Recruiting was a challenge, as their jobs require a high degree of confidentiality and they often do not participate in research.  The discussion guide was "blinded" so as not to identify the research sponsor/client.

Action

The outcomes of this project allowed the client to change their messaging and corporate positioning to better partner with pharmaceutical companies.  The client used the findings to modify their approach and hone their prospect targets by identifying features/benefits important to decision makers.