Developing A Go-to-Market Strategy For New Markets For A Startup Health Insurer

Developing A Go-to-Market Strategy For New Markets For A Startup Health Insurer
Developing A Go-to-Market Strategy For New Markets For A Startup Health Insurer
Developing A Go-to-Market Strategy For New Markets For A Startup Health Insurer
Developing A Go-to-Market Strategy For New Markets For A Startup Health Insurer
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TYPE: B2C / INSURANCE
YEAR: 2017
KEYWORDS: Custom Survey Instrument, Max-diff Model, Discrete Choice Experiment, Survey-based Experiment, Drivers Analysis, Value Proposition, Positioning

SUMMARY :

Our client — an individual insurer — was expanding its territorial coverage into new markets in the US and wanted to identify the unique consumer preferences in new geographic markets to inform their positioning. Gradient developed a survey-based experiment which surfaced key benefits in each geography.

ASK :

Our client needed to understand how to appeal to customers in new geographies, and how to link this positioning to their existing brand and product functionality.

METHODOLOGY:

Gradient used existing NPS survey data to identify brand factors and product components to test in a max-diff experiment. Gradient fielded the survey-based experiment to target markets and through our analysis identified the key benefits for each geography.

RESULTS: 

Our client was able to successfully expand into the targeted markets, using our recommended positioning in the new geographies — greatly expanding their customer base.

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We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

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COPYRIGHT GRADIENT METRICS 2018

COPYRIGHT GRADIENT METRICS 2018