Sustainable, safe and efficient: Unica is building the healthcare of tomorrow
Unica wanted to strengthen its position in the healthcare market, responding to the growing demand for sustainable, safe and efficient healthcare environments.
From fragmentation to connection: Unica exploits its growth potential in care
Unica had a strong base in the care market, but operated with fragmented services and an inside-out sales approach. The sales team had insufficient understanding of DMU structures and limited tools to conduct the conversation at C-level. As a result, growth potential in other segments and sustainability of healthcare real estate remained partly unexploited.
Result
Kyden developed a go-to-market plan that enables Unica to approach its care segment in a data-driven manner. We mapped market potential, defined priority sub-segments, analyzed decision-making structures and bundled separate solutions into one care proposition around nine key themes.
Impact
The plan has helped Unica in making their sales team more effective. Unica now has a single proposition that is commercially stronger and more in line with social challenges in healthcare, such as sustainability, safety and efficient use of real estate.
Hit lenses for transformation
Customer Experience: from product selling to solution selling, based on market and customer insights.
People: cooperation & integration of Unica's clusters into one recognizable proposition.
Value creation: growth path and commercial targets directly linked to market opportunities.
About Unica
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Unica is one of the largest technical service providers in the Netherlands. The company designs, realizes and maintains sustainable and innovative technical solutions for buildings and industry. Thus Unica helps organizations to create safe, healthy and future-proof environments. |
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