Case Study: Healthcare Company identifies buyer personas and strengthens product launch with Catalant Technologies

Identifying a New Audience with Buyer Personas

Healthcare Company, a leading healthcare technology company, needed to launch a new product for nurses while building awareness through a marketing campaign grounded in well-researched buyer personas. The internal marketing team lacked the bandwidth to fully understand nurses’ pain points, adoption barriers, and the best way to communicate the product’s value.

Healthcare Company turned to Catalant Technologies to access Sebastian, an independent marketing expert, who used surveys, existing data, and healthcare expertise to develop eight detailed buyer personas in just one week. Catalant Technologies’ work helped align brand messaging and product launch efforts, impressed senior management, and led to the methodology being adopted across product marketing teams, improving product positioning and organization-wide marketing practices.