Barco is one of the leading operating room technology providers, with a clear target market and a need to better understand specific local market, stakeholder and proposition dynamics. An important, non trivial and time-consuming challenge.
Excelerators explored the Turkish, UK & Danish hospital markets. A database of decision makers was built with a say in the technological upgrades. Decision makers were approached for market drivers surveys, business and proposition discussions. Natively, of course.
The derived insights resulted in a clear hosptial prioritization hospitals. Making sure effort is spent where the opportunities are most concrete. While avoiding unnecessary interaction with others with a more mid-term need. The results provided Barco business developers with focus and concrete meetings to share the latest knowledge, driving short-to-midterm sales.