Research Objective

• A leading healthcare product manufacturing and consulting company needed to understand the processes and technologies used in intensive care units of large and mid-sized hospitals.
• They needed to learn how helpful and useful their medical device is for doctors and patients.
• They also needed to understand how those devices help doctors take care of critical patients and improve patient health.

Scope & Methodology

• The study was conducted amongst CMOs and ICU department heads.
• The client provided screeners and an unstructured questionnaire which our recruitment team used to screen participants.
• 25 face-to-face interviews of 45 to 60 minutes were conducted in India, specifically Delhi, Mumbai, Bangalore, Chennai, and Kolkata.

Value Delivered

• Leveraging our past experience and expertise, the study was successfully completed in 3 weeks.

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Research Objective

• A market leader in healthcare imaging equipment needed to understand the relative importance of imaging product features and estimate how those features would affect sales of a new product.

Scope & Methodology

• A list of product attributes was developed for a survey
• Product users rated the product features and post sales operations
• As part of a MaxDiff analysis, best and worst scores were calculated for each attribute and score differences across all available matrices were rationalized
• Comparison scores of each attribute were used to design a new product and estimate their impacts on sales

Value Delivered

• The client was able to understand the relative importance of a large number of product features. In particular, they learned that down time is ~3 times more important than price.

Check out other healthcare case studies

• Tracking Physician Perceptions of Diabetes Pharmaceutical Representatives – A physician survey case study
• Face-to-Face On-Site Medical Leader Interviews – A B2B interview case study
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Research Objective

• A medical device client needed to understand the market and consumer preferences for different medical treatments to inform and customize product messaging and product differentiation.
• They also needed to understand unmet needs and barriers hindering treatment choices.

Scope & Methodology

A survey was designed to measure a number of key metrics including:

• Market leaders in medical device technologies
• Brand switching patterns
• Changes in restriction levels
• Change in usage of two treatments as a result of new device guidelines

The data showed patients had clear preferences for specific brands of medical devices. In addition, patients differentiated the brands based on their perceptions of clinical performance, training programs, range of treatment options, and how much the brands invested in clinical trials.

Value Delivered

• As a result of the research, the client gained a better understanding of their market position relative to their competitors, and was able to gauge market shifts in the treatments used by patients. They also were able to better understand drivers of switching and the key decision makers involved in those switches.
• The client was better able to differentiate their product and create more impactful messaging to help their patients.

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