The Problem
A premier provider of medical PPE was in the process of planning a multinational market entry. The marketing team, in tandem with a branding agency, produced a variety of messaging and collateral options to support the launch, but needed a way to select the best path forward.
The Approach
Designed and fielded a survey across four geographies—United States, UK, Germany, France—to test which messaging and collateral options resonated most strongly:
– Recruited hyper-specialized individuals in small dental and medical healthcare settings who influenced PPE purchasing decisions.
– Randomized which options were shown to individuals, and measured how well each option aligned to key brand criteria.
– Captured open-ended feedback across all markets and translated responses to identify messaging or imagery that was hitting poorly or seemed off, surfacing issues both within and across geographies.
The Results
» Pinpointed a single collateral approach that drove high marks for believability, relevance, quality, and variety.
» Gathered data to drive peace of mind that the organization could be successful across geographies with a single creative approach.
» Identified two key areas regarding claims and imagery that required further refinement to assuage validity concerns in a few select markets.
Did you know
When launching a product across multiple countries, you can’t assume what resonates in one market will work in another. Cultural nuances, regulatory expectations, and consumer perceptions vary significantly by geography. Testing your messaging and collateral in every market you’re entering ensures you’re not blindsided by regional differences that could derail your launch.
