Getting the Product In the Hands of the Right People
Client: Global Kinetics
Project: PKG Watch Audience Study, Persona, and Message Testing
In Q4 of 2021, S2 conducted a qualitative research study for Global Kinetics, a novel digital health company out of Melbourne Australia, on behalf of their agency, InfiniteEdge Consulting. Global Kinetics had recently launched a new medical device, the PKG Watch, and sought to understand better path to purchase thinking from its three primary audience types: Parkinson’s Patients, Physicians and Clinical Researchers.
The Problem
Global Kinetics wanted a better understanding of the journey from awareness to obtainment for previous and future users of the PKG Watch, in order to develop a more strategic communications and sales strategy that effectively spoke to all stakeholder groups. Both healthcare practitioners and researchers see Parkinson’s patients as people first, each of whom are suffering from an awful disease. From this extreme difference in attitudes and opinions, Global Kinetics was unsure how to develop a cohesive story that explained the pain-points of each audience group, nor did they fully understand how to convert each of the individual journeys into an overarching marketing communications strategy.
Methodology
S2 formulated a comprehensive qualitative market research strategy, and conducted in-depth interviews through Zoom with physicians, clinical researchers and patients. In these interviews, we discussed their outlooks on Parkinson’s and their experiences with the PKG Watch thus far, including what their greatest challenges were with Parkinson’s and what treatment plans were like. We also asked how information about symptoms were communicated between doctor and patient, and how accurate the information being passed alone was believed to be – both key features the PKG Watch sought to simplify.
The Result
Once all interviews were completed, an analysis of the in-depth stories and experiences was developed. The insights discovered that both patients and practitioners wanted the PKG Watch to look better and work simpler for their lives, while practitioners, meanwhile, wanted benefit without hassle; they wanted it to be easy to analyze quickly, as their time is not always their own.
Altogether, these insights were crafted into a messaging map that illustrated awareness, interest, engagement and post-engagement messaging prioritization, to be used by InfiniteEdge and Global Kinetics in next-step marketing strategy.