Our marketing team recently had switched to customer based rather than product based focus. The assignment was to take a defined customer persona and package our products according. It was to be a flexible campaign that could be used for different customers and products.
Using thorough customer research and deep persona development this campaign was created to highlight the voice of the customer and address their concerns. Designed for flexibility, the Right campaign targeted key pain points – from clinical decisions to standardization.
Targeting seven customer personas with flexible messages & design, the campaign is hitting the mark with decision makers.