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Virtual product positioning

for

BIOTRONIK

A story sprint knows no boundaries

// Projektart //

Virtual product positioning

// Marketingziel //

Product differentiation

With our client BIOTRONIK, we had to plan ahead in pandemic times for an upcoming project . Since the story sprint for the product positioning could not be carried out in face-to-face meetings, we switched to the virtual space together.

Approximately 16 BIOTRONIK employees from the USA, Australia, Japan, the Netherlands, France, Italy and Germany took part in the Story Sprint in November and December 2020. The participants came from a wide range of departments: Product Management, Research & Development, Business Development, Marketing and Communication.

Our approach

Due to the time constraint compared to a classic face-to-face sprint, we created a pre-briefing document with the clients that was provided to all participants for preparation.

"In the virtual format, it was essential to achieve a shared focus before the sprint."
Nurit Radin-Mizrachi
Marketing Manager, BIOTRONIK

In addition, there was an introductory workshop in which fundamental questions about the project goal, market environment or target group segments were clarified. The normal format of the Story Sprint of three days with eight hours was subsequently rethought. We divided the workshops into several, shorter sessions and gave the participants homework to work on in the meantime. The methodology was supported by the use of various collaboration tools.

"We did almost everything on Conceptboard. Here we uploaded all the info and input, did our group work and presented and commented on the results."
Tobias Meinel
Creative Director Text, Spirit Link

We also presented the processes and upcoming tasks to the participants in recorded videos. The teams could watch these beforehand and we could concentrate on the main work in the workshops: Individual or group work, discussions and feedback rounds.  

// Darauf sind wir stolz //

The result

The Story Sprint format also worked excellently in the virtual and international space and the result of a product positioning and the development of the core messages was in no way inferior to a classic presence sprint. From the point of view of our client BIOTRONIK, the virtual format succeeded in bringing almost all participants together live and also in gathering and taking away input from those missing from other time zones.

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