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BMH Value Proposition Testing Research

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    Understand the stakeholder perception of the new DXA concept and message along with evaluating concept preference.
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    The Client

    • A global medical technology company that develops a broad range of medical devices and medical technology.
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    The Challenge

    • A global MedTech company is launching a new DXA solution in the market and wants to understand:
      1. - Which of their 3 concepts will resonate well with the stakeholders
      2. - Which messages will resonate well with a specific stakeholder group
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    Our Approach

    • Qualitative Research: A 60 min in-depth telephonic interview with Radiologist, Radiology administrator, Endocrinologist/ Rheumatologist
    The Objectives

    The Objectives

    • To assess current DXA system usage dynamics and unmet needs.
    • Evaluate current DXA brand usage, satisfaction, differentiators, and challenges.
    • To test the value proposition and messaging of the new DXA concept – 3 versions.
    • Explore willingness to pay for additional features, payment model preferences and determine the key stakeholders for the purchase of a DXA system.
    Project Outcomes

    Solution/Outcome

    • Current market of DXA i.e., system usage, challenges, brand preferences, and brand differentiators.
    • Perception of the stakeholders for the concept on the most liked and the disliked attributes, preferred concept amongst the 3 versions, and preferred payment model for the same.
    • Evaluated the most liked and disliked messages, the likelihood of adoption, and the reasons for the same.
    • Evaluated preference for additional features and willingness to pay for the same.
    • Identified the key stakeholders involved in the purchase of the DXA system.
    • The client could understand the current landscape of the DXA system and make an informed decision on how do they want to go about with their new concept in the current market scenario.

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