Amit Gandhi
Founder & CEO of Insight Tribe
In the healthcare industry, where every innovation has the potential to improve patient outcomes and redefine care, market research is crucial. In the world of business, market research is both a science and an art, involving the systematic collection, analysis, and interpretation of data on markets, trends, and consumer behavior. This process enables businesses to make informed decisions, craft effective strategies, and gain a competitive advantage. In healthcare, where the stakes are even higher, market research acts as a vital link between innovation and market success.
The Consequences of Skipping Market Research
Healthcare companies often experience high failure rates for new products, primarily due to insufficient or ineffective market research. According to a KPMG study, 80% of healthcare products fail to meet revenue targets because they lack an understanding of consumer needs and are improperly positioned in the market. Medical devices face a 40-50% failure rate, reflecting a misalignment between product design and the practical needs of healthcare professionals. Similarly, HIMSS reports that 25% of healthcare IT projects fail because they do not align with the actual workflows in hospitals and clinics—issues that robust market research could help prevent.
The Power of 360-Degree Insights
When market research is done right, it offers qualitative insights from a broad range of stakeholders, including patients, healthcare providers, and regulatory bodies. Gathering these 360-degree inputs generates valuable insights that, when applied through the right management frameworks, can result in strategies that are not only sustainable but also differentiated in the marketplace. This comprehensive approach helps organisations avoid costly missteps and create solutions that truly resonate with their target audience.
Identifying Unmet Needs: A Critical Starting Point
A key to any successful healthcare solution is identifying unmet needs within the industry. Many companies develop products based on assumptions or surface-level data, but market research digs deeper to reveal the true challenges healthcare professionals and patients face. Understanding these unmet needs allows companies to create more impactful solutions.
For instance, when assisting a U.S.-based pediatric office chain entering the Indian market, market research helped uncover critical insights about local consumer behaviour and healthcare sector dynamics. This led to a tailored market entry strategy that ensured success by addressing specific needs.
Ensuring Product-Market Fit
Achieving product-market fit is one of the most significant challenges in healthcare innovation. Even the most advanced product can fail if it does not seamlessly integrate into existing clinical workflows. Market research helps companies evaluate how well their product fits within current healthcare environments, which helps avoid costly redesigns or product recalls.
Advanced Research Techniques for Informed Decision-Making
Advanced research techniques like conjoint analysis and perceptual mapping play a crucial role in refining product strategies.
Conjoint analysis, a survey-based method, measures the value consumers place on different product features by requiring respondents to prioritize attributes. This approach offers more accurate insights into what drives purchase decisions, helping companies design products that align with customer preferences and increase the chances of success.
Perceptual mapping, on the other hand, provides a visual representation of how consumers perceive products or services compared to competitors. It offers clarity on market positioning, enabling strategic adjustments to improve product appeal and performance. Additionally, perceptual mapping facilitates communication with target customer groups, helping businesses gather feedback and make data-driven decisions.
Usability and Adoption
A key determinant of a healthcare product’s success is how easily it can be integrated into daily clinical practice. Market research provides insights into the workflows of healthcare professionals, helping companies ensure that their products improve efficiency rather than adding complexity.
For instance, a project involving the entry of a pediatric office into the Indian market demonstrated how understanding the operational realities of healthcare providers led to the development of a solution that fits seamlessly into their daily routines. Insights gained from focus groups and behavioural studies ensured that the product was not only innovative but also practical.
Navigating Regulatory Requirements
Launching a healthcare product requires navigating complex regulatory landscapes, especially in diverse markets like India. Market research helps companies understand these requirements and develop strategies that ensure their products meet local standards for approval.
For example, India’s healthcare regulatory environment presents unique challenges that can delay product launches. Comprehensive market research helps companies address these challenges early in the development process, ensuring smoother market entry.
Reducing Financial Risks Through Data-Driven Insights
Misjudging market demand, product features, or pricing strategies can lead to financial loss in healthcare innovation. By providing a clearer understanding of market dynamics and consumer preferences, market research reduces financial risk and enables companies to make data-driven decisions.
Concept testing, for example, allows companies to test different product ideas with potential users before committing significant resources. This process helps refine products based on feedback, increasing the chances of success while minimizing risks.
Addressing the Indian Healthcare Market: Unique Considerations
The Indian healthcare market is vast and diverse, with a unique mix of public and private systems and varying income levels. Market research is essential to understand these complexities and tailor products to meet the needs of different segments.
For instance, the Make-in-India initiative has driven healthcare innovation, but many products fail because they are not designed with the Indian market in mind. Understanding local infrastructure and healthcare delivery challenges through in-depth research can help companies create scalable, affordable solutions for rural clinics.
A Continuous Process for Healthcare Success
In conclusion, market research in healthcare is not a one-time activity but an ongoing process that informs every stage of product development. It ensures that products meet the real needs of healthcare providers and patients, maximizing the chances of success in an increasingly competitive and complex market.
