Client Background:
The client had an established presence in developed markets but noticed slower-than-expected adoption of elderly care devices in emerging Asian markets, where purchasing behaviors and access channels differed from mature markets.
Challenges:
- Unclear prioritization of elderly users, caregivers, and institutional buyers, resulting in fragmented targeting.
- Mismatch between existing sales channels and local purchasing behaviors.
- Limited awareness of preventive elderly care solutions, with demand often triggered by falls or hospital discharge.
- Market-specific barriers related to affordability, trust, product availability, and service support.
Engagement Objective:
The engagement aimed to identify high-potential customer segments across selected emerging Asian markets, evaluate segment-specific access barriers, and determine the most effective channels and influencers to support adoption in Tier 2 and Tier 3 regions.
Approach:
The study combined secondary research with expert and stakeholder interviews to evaluate market opportunities and develop a segment-led access strategy through:
- Examined market growth, product offerings, pricing, and the role of pharmacies, distributors, and online channels.
- Mapped purchase journeys across customer segments and identified key adoption barriers and points of customer drop-off.
- Compared segment attractiveness, adoption potential, and access feasibility to identify the highest-priority customer groups.
- Defined market-specific channel priorities, stakeholder engagement approaches, and localized execution recommendations.
Solutions Offered:
Market and Competitive Assessment
Assessed elderly care device markets across India, Indonesia, Vietnam, and Thailand. The market landscape helped the client understand emerging demands, local competitors’ positioning, and adoption-shaping factors, including trust, affordability, availability, and service support. An evidence-backed basis was provided to prioritize markets and tailor commercial approaches for Tier 2 and Tier 3 markets.
Customer Segmentation and Prioritization
Developed a segmentation and prioritization matrix closely assessing each target customer segment, enabling the client to move towards focused investment. It clarified which segments offered the strongest conversion potential and what kind of localized engagements promised the highest commercial returns.
Customer Journey Mapping and Access-Barrier Assessment
Prepared customer journey maps for each segment to trace end-to-end purchase journeys. The assessment highlighted key adoption barriers and points of customer drop-off, helping the client understand where interventions could improve conversion effectively and reduce leakage across the purchase funnel.
Channel Effectiveness and Influencer Evaluation
Evaluated channel effectiveness and key purchase influencers across markets, revealing mismatches between existing sales channels and local purchasing behaviors. The assessment also highlighted influencers playing the most decisive roles in final purchase decisions.
Localized Go-to-Market Roadmap
Developed a localized roadmap to guide customer targeting, channel engagement, and regional expansion across emerging Asian countries. It translated segment priorities, journey insights, and channel findings into stakeholder engagement approaches and phased execution plans.
Client Impact:
- Identified a potential 20-40% growth opportunity in Tier 2/3 markets by prioritizing high-conversion customer segments and optimizing local access pathways.
- Improved conversion potential and reduced customer acquisition costs through targeted engagement of caregivers, pharmacies, physicians, and other influential purchase decision-makers.
- Enabled a shift from broad-based marketing to a segment-led access strategy, improving the focus of marketing and sales investments.
- Established a scalable emerging Asia expansion playbook with prioritized customer segments, channel strategies, and localized execution guidance for India, Indonesia, Vietnam, and Thailand.
Outcome Snapshot:
