Cetas Healthcare | New Product Innovation Study for Equipment Service Portfolio
A global firm specializing in customer insights and strategy for the medical devices industry
Medical Market Research Emerging Markets Business Analytics Desk Research Qualitative Quantitative Competitive Intelligence
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New Product Innovation Study for Equipment Service Portfolio

20 Feb New Product Innovation Study for Equipment Service Portfolio

  
OPPORTUNITY ASSESSMENT, VALUE PROP CREATION FOR A DIFFERENTIATED SERVICE OFFERING
Objectives
  • Understand the value of after-sales service
  • Assess key demands and components desired within service and willingness to pay
  • Understand competitors, offerings and GTM models
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Approach
  • Segment target respondents for all 6 modalities
  • In-depth qualitative interviews for pain-points, value, and perception of an ideal service contract
  • 2-day work-out session with client’s services and sales teams to derive servicing strategies
Insights
  • Clear pain-points exist for different customer groups.
  • Timely availability of spare parts is more critical than quick response time.
  • Stark differences in the perceived value of services between corp/super-specialty vs. other hospitals
Impact

The client renewed its ties with specific dealers. Created differentiated service offerings for hospitals grouped together under a needs-based segmentation

“3rd party service providers gaining due to personalized service and weekend support”