EMN has entered an established market with existing key players. Their product is unique in that it supports the nutritional needs of those recovering from medical procedures and overall health in sports, deficiencies, and general health. The company has a sales team speaking directly to hospitals and medical companies, creating a close relationship with customers.
NC focused on identifying trends in consumer behaviour for this market to create recommendations from these insights. Research on the sector is also necessary to realize growth factors, competitive analysis to know how to differentiate in the marketplace, target market identification, distribution, and promotions strategies.
A significant focus was understanding how hospitals buy, consumers buy and how the marketplace facilitates reaching consumers. Directly selling to consumers is essential for EMN’s long-term strategy for scale. To reach markets, marketplace and hospital partnerships are integral to growth.
Secondary Research was completed to uncover key trends/stats in the medical nutrition market with a focus on patients’ buying and recommendation process.
A detailed competitive analysis was completed to understand if any gaps exist in the marketplace and the current state of the market.
Target market personas were developed to help EMN understand who to target based on geographical, demographic, psychographic and behavioural traits.