The Brand Probe.
A diagnostic read of your brand as the market and the buying committee actually receive it, not as your team describes it internally.
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The Brand Probe is one of two pathways through nunNEO.prob3. Same instrument, same six dimensions, pointed at the question of why you are not being chosen.
What it does
The Brand Probe takes the surfaces your buyers meet before they ever meet you, reads them the way six different reviewers would, and reports where your brand stops giving them a reason to choose you. It is not a general brand audit pointed at healthcare. It is built for a market where a purchase moves through clinical, technical, financial and regulatory review before anyone signs.
What it reads
Six dimensions, scored as one composite read.
Target Specificity. Whether you are addressing a defined buyer or a category in general.
Positioning Clarity. Whether a reviewer can state what you are and what you are for, without help.
Differentiation. What separates you from the nearest three names on the shortlist, in the buyer's terms.
Cultural Resonance. Whether the brand reads as credible to the market it is in, which is where European companies entering the US most often lose the room.
Linguistic Quality. Whether the language carries conviction or converges on the category default.
Strategic Coherence. Whether the parts hold together across every surface a buyer encounters in sequence.
Where the language converges hard enough that competitors become interchangeable, the report names it as Clinical Monotony, and shows you the specific passages where it happens.
Why this matters in healthcare B2B
Buyability, a framework originated by the LinkedIn B2B Institute with Bain, measures how easily a full buying group can say yes rather than how much one buyer admires you. It matters because of when the decision is really made: 81% of buyers shortlist on day one. If the committee does not already know you when evaluation opens, the evaluation you are preparing for has been narrowed without you.
Deals of this kind rarely get lost to a competitor. They stall inside a committee that never reached agreement, and they register as no decision.
What the report returns
A composite read on brand resonance across the six dimensions.
A perception gap view, setting your own rating of the brand against the diagnostic read.
Named strengths and gaps, each tied to a commercial consequence rather than an abstract weakness.
A committee legibility read across the six seats, with the objection each seat would raise.
A directional exposure figure, expressed as a share of pipeline and a dollar range.
A 30-day action plan of specific producible assets.
A path-to-market leadership view, with named competitors and the defensible angle.
The exposure figure is a range against your own reported deal value. It is a read, not a promise. The report also states what it could not see, and says so in plain terms rather than filling the gap.
How it works, at a high level
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Payment and scope. Fixed scope, fixed price, fixed delivery window, agreed before the work starts.
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Intake. A structured set of questions covering positioning, audience, channel and commercial context. About ten minutes.
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Collection. Public-facing material already in market, plus any supporting documents you choose to add.
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The read. The same material is read through each committee seat separately, because what reassures Clinical Leadership rarely clears Procurement, then scored against the six dimensions.
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Review. A senior operator reads the report before it reaches you. Nothing ships unread.
Who it is for
MedTech, HealthTech, health SaaS and oral health companies with a product that holds up under scrutiny and a brand that is not yet carrying it. It is most useful ahead of a launch, a raise or a US market entry, when the cost of being misread is highest.
What your internal reviewers will ask
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Legal: ownership of inputs and outputs is defined in the engagement terms. Nothing is reused across engagements without written agreement.
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IT: one vendor at the model layer, one processing agreement, no training on client material, access controlled infrastructure. The security brief is at str3.com/security.
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Procurement: fixed scope, fixed price, fixed window. No seat licenses to true up, no usage meter.
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Regulatory and Quality: the diagnostic makes no regulatory or clinical claim and is not a regulated device. The method carries a versioned build record and a defined correction path, borrowed from device quality practice, so a finding can be traced and corrected rather than quietly re-run.
Questions
What do I need to have ready? Nothing. The intake collects what the diagnostic needs. Do you need access to our systems? No. The read works from public-facing material and your intake answers. Is our information used to train models? No. Client material is not used to train models. Should I take the GTM pathway too? If you are being shortlisted but deals stall late, yes. It is the same instrument reading your selling motion. Brand first, then GTM. How long until I have it? The report arrives by email within the hour, after a senior review.