A B2B client wanted to understand why seemingly identical healthcare professionals, who do not even make actual purchase decisions, strongly preferred one brand over another. They reached out to Olson Zaltman Associates who partnered with us to address this challenge.


Both segments of healthcare professionals evaluated two brands while also sharing an in-depth exploration of their work context, values, and experiences that shape their brand preferences. 


We found that despite performing the same tasks, the underlying personal values and frames that healthcare professionals had for their patients are quite different. This was impacted both by the type of organization they work for as well as their personal and professional experiences. The client used these insights to create an innovative product and emotional campaign communicating the importance of human connection.