Revealing Marketing and New Product Development Opportunities for Otto Bock HealthCare

Otto Bock, a German company internationally recognized for its orthotic and prosthetic products, sought help marketing its seating and positioning strollers for children with disabilities.

By taking the time to conduct in-depth SME (subject matter expert) interviews and understand the product line, I helped focus Otto Bock’s broad project goal. To understand key features and decision-making variables, I conducted small group discussions and interviews with caregivers, therapists, dealers, and sales reps in the Twin Cities and the New York/New Jersey area. I observed caregivers and therapists in healthcare facilities, and accompanied parents and children as they conducted daily activities to understand their personal experiences and identify barriers to usage.

“Taking a very broadly stated goal, Julia was able to develop a concise, yet thorough, set of activities that gave us insight not only into our product mix, but also the buying habits and perceptions of our customer groups. The net result has been the creation of a new business unit and a clarity in strategy we would not have been able to realize without her.”

Sara Oxton, Marketing Lead
Otto Bock HealthCare