A strong value proposition is based on key customer issues
When developing a value proposition it is critical to identify the key customer issues – and then pinpoint how the company is able to solve them. Using a pre-defined framework, Kunde & Co facilitated workshops where CooperSurgical zoomed in on the key customer issue and established how they are capable of solving it.
Increasing clinical complexities and many market-wide consolidations mean CooperSurgical is one of few companies able to draw on its ART process knowledge to partner with clinic-owners and drive clinic-wide efficiencies. This insight became the foundation for developing a clear, short and rational value proposition. The value proposition is an simple reminder of the direction of the new company, from which the organisation concentrates its efforts and commercial activities, such as brand position development.