Illuminating Brand Awareness and Purchase Drivers
Illuminating Brand Awareness and Purchase Drivers
24 July 2023
Healthcare
Illuminating Brand Awareness and Purchase Drivers in Healthcare - Brand Tracking Pre-Survey
HOK Research undertook a research study on behalf of a Global Market Research Consultancy, with the objective of comprehending brand awareness within the dynamic healthcare landscape. The primary aim was to identify the key factors and qualities that influence purchasing decisions in the healthcare sector.
Key Challenges
The study encompassed a broad spectrum of professionals, including Hospital Management and Purchasers. These professionals were directly involved in the procurement and utilization of medical devices across various healthcare departments.
The research spanned three major countries: Germany, China, and Japan, adding a layer of complexity to the study due to the distinct healthcare environments and cultures in each region.
The respondents included Hospital Heads of Departments and C-Suite executives, underscoring their significant influence on purchasing decisions and brand perceptions.
Approach
HOK Research's meticulous approach to the Brand Tracking Pre-Survey enabled our client, a Global Medical Technology Company, to gain essential insights into brand awareness and purchase motivations within the healthcare sector. The findings provided actionable intelligence that can inform strategic decisions and marketing efforts in diverse markets.
End Client:
A Global Market
Research Consultancy
Year:
2023
Methodology:
In-Depth
Interviews
Country:
Germany, China
and Japan
The respondents included Hospital Heads of Departments and C-Suite executives, underscoring their significant influence on purchasing decisions and brand perceptions.
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