Market Study for Integrated Neurosurgery Solution

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    Understand the neurosurgery market and how a new integrated neurosurgery solution would be perceived.
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    The Client

    • A global leader in medical technology dedicated to offering high-quality, innovative products and services to all surgical disciplines, including Neurosurgery, Microsurgery, ENT, Thoracic and many more.
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    The Challenge

    • The client wishes to identify product-market fit for the integrated neurosurgery solution concept and features that will drive purchase decisions to boost the neurosurgical business
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    Our Approach

    • Qualitative Research: Web-assisted in-depth interviews with Clinicians, Purchasers, Biomeds, and KOLs in the USA, UK, Germany, Italy and China
    The Objectives

    The Objectives

    • Evaluate need gaps in the market and customer expectations of all-encompassing solutions for neurosurgery.
    • Identify key competitors and their position in the market vis-à-vis the client.
    • Understand customer’s perception of the value proposition and identify preferred product combinations.
    • Assess willingness to pay and determine the preferred payment models.
    • Identify the target personas/institutions that are most willing to adopt the concept and understand the purchase considerations and service requirements.
    Project Outcomes

    Solution/Outcome

    • We identified the key challenges faced in neurosurgery OR , specific neurosurgery devices related challenges, and non-clinicians’ challenges.
    • We identified the usage, satisfaction, drivers and barriers of each brand of neurosurgery devices.
    • We also evaluated stakeholders’ reactions and price perceptions of the the Integrated Neurosurgery Solution.
    • The client was provided with detailed information on the purchase process, preferred payment model, and service/maintenance contract expectations.
    • We were able to provide recommendations on target customers and segmentation, prioritization of target markets and key stakeholders involved in the purchase decision.
    • We also recommended the market creation approach for the Integrated Neurosurgery Solution.

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