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your commercial
specialist within
MedTech

Voice of customer

Who are your customer?

We dare to state that the “Voice of the Customer” (VoC) is evident for your success.
User driven investigation and involvement is part of each phase of the life cycle.

Identifying your users and buyers as this is where it starts!

Involving your customer provides knowledge and understanding of your product, documentation, positioning, communication and so much more.

There are 4 overall customer types:

  • B2C – business to customer
  • B2B – business to business
  • B2G – business to government
  • B2U – business to universities
Next step identify:

  • Who is the end user?
  • Who is the user?
  • Who is the influencer?
  • Who is the buyer?

Hereafter it is about:

  • Who to involve?
  • What to optimise?
  • How to validate?
  • How to understand
    opportunities and barriers?

Sinua Partners use different tools:

  • Face-to-face meetings
  • Focus groups
  • Marked analysis through quantitative and/or qualitative investigation
  • Observational studies
  • Customer advisory boards
  • Professional advisory boards

Benefit by validating your activities by involving the users

Idea phase

– involve user for:

  • Validation of unmet need in the market
  • Validation of user need
  • Identify who is your customer – the user, the end user
  • Involve user
  • Understand the value you bring to the market
  • Build your value proposition

R&D phase

– involve user for:

  • Final product specification
  • Market understanding e.g. reimbursement
  • Identify and check key messages
  • Identify key opinion leaders for involvement
  • Understand decision power structure
  • Identify claims
  • Understand information channels
  • Information creating the sales and marketing tools incl. communication, training material etc.

Introduction phase

– involve user for:

  • Test and evaluate material in live settings
  • Create ambassadors, key opinion leaders, reference centres etc., supporting introduction activities
  • Train-the-trainer
  • Understand which elements in the sales funnel are working and not and how to improve
  • Try out different communication channels to identify optimal
  • Creation of communication material e.g. white papers, articles, posters, brochures, videos

Growth phase

– involve user for:

  • Evaluate on-going activities for adjustment and creation of new activities
  • Use peer review in general
  • Sales funnel optimisation
  • Ideas for business development activities

Mature phase

– involve user for:

  • Evaluate on-going activities for adjustment and creation of new activities
  • Customer satisfaction
  • Sales funnel optimisation
  • Ideas for business development activities
  • Ideas for new products, adjustments etc.

Decline phase

– involve user for:

  • Support of strategy of company