Navigating the Future of AI in Healthcare: What MedTech Firms Should Consider


The healthcare industry is rapidly evolving and one of the key drivers of this transformation is Artificial Intelligence (AI). To stay competitive, MedTech firms must stay ahead of the curve in AI adoption with these key steps:

  1. 1. Assessing Customer Unmet Needs and Preferences:

    Market research allows organizations to gain deep insights into customer needs, preferences, and pain points. This knowledge is invaluable in designing AI solutions that meet the specific requirements of target customers, ultimately driving adoption by offering solutions that solve real problems. The successful adoption of AI in healthcare depends on user acceptance. MedTech firms should prioritize the development of user-friendly interfaces that are intuitive for healthcare providers to use. This includes designing AI-driven tools that seamlessly integrate into existing clinical workflows, providing real-time feedback, and offering user training and support. MedTech firms must also consider interoperability when developing AI solutions. Ensuring that AI systems can integrate with Electronic Health Records (EHRs), medical devices, and other healthcare IT systems will help streamline clinical workflows, improve operational efficiency, and provide a holistic view of the patient. Insights from the market can provide feedback and validation.
  2. 2. Understanding Market Behavior:

    To assess which specific AI applications are going to be in demand by identifying the top use cases where AI adds the most value (whether it is disease detection, drug discovery, patient engagement, or any other use cases). Leveraging market research to identify and assess emerging trends and opportunities, changing customer behaviors and “jobs to be done”, as well as the evolving industry standards, can guide the development of AI applications that are aligned with market dynamics.
  3. 3. Market Sizing and Growth:

    Both top-down and bottom-up market sizing approaches can be leveraged to assess the size and growth potential of the AI market. This information is critical for setting realistic growth targets, securing investments, and aligning resources with market opportunities. For companies looking to enter new markets or expand globally, market research can help identify the most promising markets for AI-based MedTech solutions, including regions with high demand, favorable regulatory environments, and accessible healthcare systems.
  4. 4. Competitive Positioning:

    Understanding the competitive landscape through various competitive intelligence techniques, such as benchmarking, landscaping, and gaming, enables organizations to assess how AI adoption is impacting competitors and helps in positioning their AI offerings strategically in a differentiated way and capitalizing on opportunities to gain a competitive edge.
  5. 5. Business Case Development:

    Data on market trends, growth potential, and customer needs can be used to demonstrate the value proposition of AI and the overall business case to stakeholders and investors. Market insights serve as a foundation for building a strong business case for AI investments.

Market research and insights are essential for driving AI adoption, providing the knowledge needed to make informed decisions, develop tailored AI solutions, and position offerings competitively in the market. Organizations that leverage market insights effectively are better equipped to seize the growing AI opportunities, mitigate risks, and drive successful AI adoption initiatives. If you want to have a discussion on any of these, feel free to contact us. And, do let us know your thoughts as well. To read about 5 Imperatives for MedTech Companies to Unlock the Value of Digital Innovation, click here.

Vera Borislavova

Vera Borislavova

VP Global Client Engagements

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