Accuray Inc. ~ Precise Innovative Tumor Treatments

Challenge: The healthcare environment has changed significantly in the last 10 years. With economic pressures mounting, technology that delivers only clinical value is often not enough... economic value is just as important. In order to learn more about the impact and importance of economics on the purchase of capital equipment, we conducted a series of interviews with healthcare executives, not just the physicians who used the technology. During these conversations, we wanted to:

Learn more about the purchase process of capital equipment at a healthcare provider, Identify key owners and influencers and their roles in the purchase process, Understand the economic drivers behind a purchase process, and Create a campaign that delivers messages focused on economic value.

Scope of services: - Created a 45-minute discussion guide, - Interviewed 15 C-level executives…representing each of the company’s customer segments, - Identified the top 15 factors driving the purchase decision, - We mapped the purchase process, - Wrote three key messages (foundational pillars) and supporting points, - Validated the messages, - Identified proof points to validate our story, and - Created materials to tell our story.

Result: We helped this company understand more about the economic drivers behind a purchase decision by: - Creating a 45-minute discussion guide - Interviewing 15 C-level executives…representing each of the company’s customer segments - Identifying the top 15 factors driving the purchase decision - Mapping out the purchase process - Identifying proof points to validate our story - Creating digital and physical materials to tell our story