COMPANIES AND PRODUCTS
IN A COMPETITIVE MARKETPLACE
Baxter International retained JRS to develop
a consistent way to describe the organization to a wide variety of
global audiences. Baxter has a unique range of expertise in medical
devices, pharmaceuticals and biotechnology. The challenge was to determine
how to communicate this broad expertise in an effective way for multiple
audiences. Using our SMART Positioning
analyzed Baxter and competitor positions in the marketplace and gained
input from Baxter's senior management and key stakeholders around
the world. Working with Baxter's communications team and public
relations counsel, we recommended a positioning and key messages.
We then tested and refined our messages through global qualitative
research. The result is a clear understanding of how to tell Baxter's
story in the most meaningful way, demonstrating Baxter's leadership
and differentiation in the marketplace.
"JRS Consulting offers an unusual capability that integrates communications know-how with market research expertise to produce invaluable insights and results you can use. I thought I had engaged a smart focus group resource but we got that and so much more. Jenny brought such a personal approach to her work and was there every step of the way not only using her special ability to draw out people's beliefs and perceptions but also to assist with the complex challenge of creating a simple but compelling message platform on a project that was anything but simple. Without question she went above and beyond our expectations as a research and communications partner."
- Sally Benjamin Young
Vice President, Communications
Baxter International Inc.