How To Elevate Your Brand Strategy in a Crowded Market
with Wes Michael, Rare Patient Voice
Audio Only
Episode Description
This episode breaks down real-world market tests and savvy competitive moves! Get actionable strategies for product changes, budget-friendly consumer research, and the power of understanding your audience.
Listen & Learn
- Consumer Engagement is Essential: Whether through DIY surveys or in-person interactions, understanding the “why” behind consumer behavior is crucial to guide strategy effectively.
- Audience Segmentation Matters: How brands like McCormick segment their markets based on meal occasions, illustrating how context-driven strategies can enhance consumer connection.
- You Have to Take Research Beyond Product Development: Premarket research is critical to identifying unmet market needs. Don’t jump straight into product development without validating market demand, underscoring the importance of structured and iterative research methodologies.
Guest Bio
Wes Michael founded Rare Patient Voice in 2013 to give patients and family caregivers the opportunity to voice their opinions through taking part in research studies. Rare Patient Voice has now recruited for thousands of studies and rewarded patients and family caregivers with over $13 million for their participation. Many have been recruited in person by Wes and his team at patient events and through a robust referral program with patient advocacy and support groups. Rare Patient Voice now covers over 1,500 rare and non-rare diseases and conditions and has expanded from the United States to Canada, the United Kingdom, France, Germany, Italy, Spain, Australia, and New Zealand. Before launching Rare Patient Voice, Wes worked for healthcare market research firm Kantar Health. He previously was a brand manager and market research manager at McCormick (the spice company) and General Mills (working on Wheaties, Total and Kix cereals). He has a BA from the University of Pennsylvania (with a year at Edinburgh University) and an MBA from the University of Chicago.
Share:
Crush Your Marketing Strategy with Just a Few Minutes a Week!
Receive a weekly marketing podcast episode, clips, resources, and more to help you master your marketing strategy.*
* By submitting this form, I agree to the Terms of Use and Privacy Policy, including the transfer of data to the United States. You’re free to unsubscribe at any time.
