Samenvatting

Medisol is a major European company that sells Automated External Defibrillators (AEDs). The company is aiming to grow its business in Spain by increasing direct sales to private customers (B2C). Although awareness of AEDs is rising in Spain and the legal framework supports their use, actual purchases by private individuals remain low. This research explores the reasons behind that gap and offers practical recommendations to help Medisol succeed in the Spanish market.
The findings reveal several key challenges. First, many people in Spain are not familiar with the Medisol brand, which limits trust and recognition. There is also strong competition from local companies that may appear more approachable or better known to Spanish customers. In addition, Medisol relies heavily on resellers, which reduces its direct engagement with end-users. One of the biggest barriers is that most people still don’t fully understand what
AEDs do, how to use them, or what the legal responsibilities are when owning one.
Another issue is that Medisol’s current marketing approach has mainly involved translating campaigns originally created for Northern Europe. As a result, the messaging does not resonate well with Spanish consumers. While Medisol offers excellent service and fast delivery—clear advantages over some competitors—these strengths are not being effectively communicated in Spain.
To investigate these issues, a mixed-method research approach was used. Interviews with Medisol employees working in Spain, Italy, and the head office provided in-depth insights into internal strategies and challenges. Surveys with both AED resellers and end-users helped to understand customer perceptions and pain points. Finally, the SAFe model (Suitability, Acceptability, Feasibility) was applied to assess whether the proposed solutions are practical, desirable, and realistic to implement.

The research gives these main suggestions:
1. Make educational materials in Spanish (like blog posts and webinars) to help people understand AEDs and the law.
2. Create marketing that fits Spanish culture using local photos, stories, and search keywords.
3. Build trust with Spanish customers by showing real reviews, local stories, and joining health events.
4. Improve direct sales by using CRM tools to contact new customers and reduce the need for resellers.
5. Focus on sectors with good potential—like gyms, schools, small offices, and tourism.
6. Show what makes Medisol different, like AEDs with multiple languages, fast delivery, and good support.
7. Keep collecting feedback from customers to make marketing and products better over time.

These ideas are suitable because:
• They solve real problems in the market.
• They are low-cost and easy to accept by the company.
• Medisol can implement them using its current team and tools.