How will the market of medical equipment develop?
PMR Consulting & Research was approached by a company operating in the medical industry, which offers, among others, disposable equipment and accessories for healthcare professionals. The client commissioned us to conduct a medical equipment market research to decide on the further development of their offer.
A comprehensive medical equipment market research
In this project, we used qualitative research in the form of creative sessions. For the study, we invited medical staff who regularly uses the device we were testing. The biggest challenge during this project was to recruit participants for the study, because the requirement was that the medical staff must have experience working both in Poland and abroad. By using our panel of doctors – PMR Medical Panel – we quickly reached the client’s target group.
During the project, we obtained data on:
- typical situations and places where the disposable device is used,
- previous experience of respondents in working with this equipment,
- differences in the use of this equipment in Poland and abroad,
- the strengths and weaknesses of solutions currently available on the market,
- the key functionalities of ideal equipment.
And with the help of a professional graphic artist, we even managed to sketch such an ideal equipment. The resulting image showed what should be changed in the currently used devices in order to meet the needs of users.
A development strategy for the offer and marketing communications
Based on the study’s findings, the client has built its product development strategy and adjusted communication to the expectations of the target group. A new approach to building a product portfolio and plans in the area of sales and marketing helped increase the efficiency of business activities undertaken by the client.