B2B Tribes 2026
Brand and Communications
The Need
A medical device manufacturer needed to understand why usage of certain types of infusion pump was in decline.
Our Approach
Opinium designed a unique programme of qualitative research conducting in-depth video interviews in Italy, France, Spain, and the Netherlands amongst staff in alternate sites (i.e., nursing and retirement homes) as well as those within hospitals (both palliative care and oncology). The interviews explored the challenges and rewards of their day-to-day role; patient treatments and IV pump usage behaviour – including bedside infusion, ambulatory infusion, and elastomeric pumps.
The Outcome
The research provided clear, actionable recommendations to the client. Specifically, it allowed them to:
- Identify the reasons for the decline in IV pump usage
- Focus their marketing materials to promote certain brands of IV pump
- Fine tune their distribution strategy
- Guide their brand and marketing strategy to target the key decision makers with benefits that would resonate
