Synevo is a European chain of medical laboratories. It is the leader among private medical laboratories in Ukraine with a 56% market share. But the medical test market in Ukraine is still concentrated in state laboratories because of doctors’ referrals. After target audience research, we found that people don’t even think about alternatives — they go to state laboratories due to inertia.
How can we attract customers to private laboratories from state ones?
We continued our research study, interviewed clients of state laboratories, and found an interesting fact: people tested in a state laboratory don’t like the same things, i.e. queues, rude staff, and inaccuracy of results. However, what is interesting is that they all find it funny.
Synevo is different from the state laboratory circus, so we decided to warn people about it.
There are no tricks in Synevo.