Samenvatting

This research justification examines how Medisol, a leading European AED distributor, can enhance its visibility, credibility, and sales among end-users in Czechia. This is a market where awareness of defibrillators exists but adoption remains limited. Using a mixed-methods approach, including interviews, surveys, mystery shopping, and desk research, the study identifies key challenges such as low public confidence, lack of legal requirements, pricing concerns, and insufficient localized communication.

Despite these barriers, there is a strong recognition of the life-saving value of AEDs. Price sensitivity is high in Czechia, and most end-users conduct online research before purchasing. The survey data, although limited in sample size, provides indicative trends: end-users rarely ask about AEDs, and proactive leadership is required to drive adoption. Mystery shopping revealed that many local AED providers offer limited device options, unclear pricing, and brief or impersonal customer support, giving Medisol a competitive edge in expertise, product variety, and service. However, Medisol’s lack of Czech-language content and euro-only pricing weakens local trust. Delivery times from the
Netherlands are adequate, but further localization could boost its market positioning. Strategic recommendations include: translating product content and pricing into Czech, launching awareness campaigns with real-life rescue stories, offering educational materials, implementing a "Try Before You Buy" program, and building partnerships with local institutions and training providers.
With minimal investment, Medisol can address these market gaps, improve local relevance, and position itself as a trusted AED provider in Czechia, both for product delivery and public safety advocacy.