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A large regional bank was partnering with an IT company to provide an integrated financial and technological suite of tools for small private practices. They wanted to know how to describe this new product suite, and what to name it, in order to appeal to both doctors and their office staff.


We conducted 25 in-depth interviews with office managers and physicians across a variety of practice sizes, specialties and locations. As a result, we were able to determine which product features and benefits resonated most across the broadest range of the target audience, along with the most relevant name for the services.

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