How We Helped a Company Producing At-Home Spinal Therapy Systems Refresh Its Brand Based on Real Customer Stories

Detensor, an Austrian brand, develops spinal decompression systems — including therapeutic mats, pillows, and mattresses — designed to relieve chronic back pain, improve posture, and support recovery after injuries.

The company approached MiXBS with a clear goal: to gain a deeper understanding of its target audience, enhance marketing efforts, and build a brand rooted in real customer needs.

Our Approach: In-Depth, Expert-Driven, and Medically Informed

Immersing Ourselves in the Medical Context

Before speaking with a single customer, we did our homework:

Reviewed clinical publications, patient testimonials, and feedback from medical professionals;

Studied competing solutions on the market;

Built a knowledge base to ensure we spoke the same language as users — the language of pain, diagnosis, and daily experience.

A Skilled Interviewer with Medical Background

We brought in an interviewer who wasn’t just a great communicator — but someone who understood the medical nuances of back pain and the emotional context surrounding it. This ensured:

Sensitive, intelligent conversations;

Trust from respondents;

Rich, actionable insights.

30 In-Depth Interviews Using Jobs To Be Done

We didn’t ask, “Do you like the product?”

We explored the real context behind their decisions:

What was happening in their life when they began looking for a solution?

At what point did they feel ready to trust this method and try the Detensor system?

What mattered most in their decision-making? Pain relief speed? Recommendations from others? Price? Absence of side effects?

We uncovered it all — one deep conversation at a time.

Project Goals

Conduct qualitative audience research

Define customer profiles and behavioral patterns

Map the Customer Journey from awareness to purchase

Uncover the "jobs" customers hire Detensor to do, using the Jobs To Be Done methodology

Create a strategic foundation for branding and positioning

Results

30 in-depth interviews conducted using JTBD methodology;

A detailed Customer Journey Map, from the onset of symptoms to purchase and use;

5 clearly defined customer personas, each with:

Pain points, fears, doubts;

Triggers and decision drivers;

Core expectations from the product

And, most importantly, the jobs they hired the Detensor system to do (e.g., pain relief, daily recovery, long-term spine support).

What the Project Delivered

This research became the foundation for Detensor’s updated brand strategy:
positioning, messaging, tone of voice, and marketing direction — all grounded in real human stories, not assumptions.

Key Takeaways

To build a strong brand in a sensitive field like health, you must listen before you speak.

We didn’t just "interview" — we entered people’s real-life contexts.

A qualified interviewer and a deep understanding of the subject matter make all the difference.

July 17, 2025

MiXBS specializes in complex, medically adjacent, and expert-driven markets. We know how to reach people who don’t usually talk — and help companies speak in a way that truly resonates.