Medical Device Firm Going International

The attitudes, preferences, and buying behaviors of clinicians and hospital purchasing decision-makers vary greatly around the world. To successfully bring new medical devices to market you’ve got to understand how these differences influence perceived needs and feature preferences.

Our market research company helped Covidien navigate these waters – and tailor its products and pricing to the realities of a global marketplace – with discrete-choice studies among key stakeholder groups in the U.S., Europe, and Asia, including often difficult to reach China clinicians.

The end result: quantitative product design feedback to complement the company’s internal qualitative efforts, and overall greater confidence in the ability of the company’s new products to impress decision-makers and gain share through their appeal to customers’ most critical needs.