Aligning experience and business to accelerate growth in a new market

Objective: Understand why sales were lower in a new market despite global success

With Akuyari

Client: Dexcom

The challenge

A leading medical technology company had launched a device in Spain, but its sales were below international performance. They wanted to understand what factors were blocking adoption by patients and professionals.

Our solution

We developed a mixed qualitative and quantitative research study. We interviewed internal stakeholders and more than 30 patients, carers, doctors, nurses, purchasing managers and patient associations to identify archetypes and map both B2C and B2B customer journeys, detecting barriers, pain points and business opportunities.

We supplemented this with a survey of patients and carers to validate key hypotheses.

The project culminated in an international workshop for co-creation and solution ideation, where we prioritised the most relevant strategic opportunities.

Impact generated

Identification of obstacles in the product’s user experience, adoption and communication.
Alignment of global and local teams around real market needs.
Redesign of materials, messages and channels more aligned with the user experience.
Sustained increase in sales driven by strategic improvements in product, experience and communication.

What made the difference

A comprehensive vision that connected customer experience, healthcare context and commercial strategy, activating real changes in product, communication and internal culture, with a direct impact on adoption and sales.