The question is whether to analyze compression users in general or separate them out between Veneus disease & Lymphodema disease patients to determine whether either of the two approach their purchasing habits differently - and if so - how?
Kailey and I had a briefing with Tom this past Thursday and he was very much interested in the qualitative portion of our plans. He had interesting insights with respect to the people who needed the compression therapy versus ones who just wanted it. The more they needed it, the more they were apt to be brand aware. This falls in line with the Lymphedema patients as so much is riding on their therapy and long term health. Veneus disease, however is more cosmetic in nature (in the beginning stages) and falls more in line with what Kailey and I were looking into because the "feel good" aspect is more prominent here (we're hyphothesizing). But if it holds true that this demographic is tougher to reach because they are less brand aware, the we'd be entering quadrant one in just introducing them to Juzo - a very expensive brand by nature already. That's a tough sell compared to a more "educated" group who may already know of Juzo's reputation (after much consideration of its competitors) so a sell of a new line would be less work (because the reputation has already been established. So with this group we're looking at Quadrant 3 - expansion. But now the "feel good" would have less resonance (I believe).
I think we're answering our own question here - seems as if three separate groups of Veneus, Lymphodema, and general users need to be established and determine how they view their need, find out how they feel about brands, research they've done, and more importantly (I think) what they hope to get out of it.
Casual wearers such as plane-riders, cooks, teachers, and such I think make up the bulk of opportunity as this group is the most "malleable" as to wearable technology. "Buy this and it'll make you feel good again" vs. one that requires convincing based on a condition - "my doctor prescribed this - I only need it to solve this problem - don't want bells and whistles i don't need." But again, this is an assumption. it could be a "my doctor prescribed this but with this extra feature that nobody else has, I could heal faster!"
The screened is being created with interviews estimated to happen early March.
Tom is also excited to find out more about its users for they haven't done research like this before - he also expressed willingness in assisting with the questions - a great opportunity for Juzo to find out anything they want from their customers through secondary research questions.
Stay tuned - it's getting good!
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