Case Study

US Hospital-based Automated Solution (Medical Device)

Business Objective

A medical device company was preparing to release new service plans for an existing line of hospital-based automated solutions and wanted to understand customer receptivity.

Situation:

This client was planning to release new service plans for an existing line of hospital-based automated solutions and wanted to understand their existing customer receptivity to the attributes of the proposed service plans.

 

Approach:

  • We employed an on-line focus group to conduct two 90-minute focus groups with 10 directors of hospital pharmacy.
  • Each respondent represented a key US client.
  • The on-line nature of the program facilitated a fast-paced interaction, detailed discussion and real-time adjustments to questions

Outcome:

  • The client initially expected a wide acceptance of their service plans, as is, across all respondents. However, results of this study showed them novel and critical features they had missed and thus, convinced the client’s service team to re-evaluate and avoid costly mistakes with launching the service plans in their existing configurations.

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