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Concept Evaluation and Pricing of Perinatal Fetal Surveillance System

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    leading global medical technology company that manufactures and sells Perinatal Fetal Surveillance (PFS) Systems, providing solutions for efficient and effective fetal monitoring as well as documentation of results.
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    The Client

    • leading global medical technology company that manufactures and sells Perinatal Fetal Surveillance (PFS) Systems, providing solutions for efficient and effective fetal monitoring as well as documentation of results
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    The Challenge

    • The client intends to understand key attributes that the stakeholders look for in PFS Systems while purchasing to identify suitable market strategy to gain maximum market share/revenue
    • Understand challenges faced and performance of client brand compared to competition
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    Our Approach

    • Two-phased primary research :-
      2. – Phase 1 - qualitative research using discussion guide (60 mins)
      3. – Phase 2 - Quantitative research using structured questionnaire (30 mins)
    • Target Group :-
      2. – IT Head / Director / Chief Information Officer/ Chief Technology Officer
      3. – L&D Head/ Chief/Director/Unit manager/Charge nurse
    The Objectives

    The Objectives

    • To understand key attributes considered indispensable in a PFS System
    • To identify if there is a need for PFS System with zero downtime for updates/upgrades and its importance
    • To evaluate performance of client brand vis-à-vis competition and payment options preferred
    • To evaluate reactions of stakeholders for a novel concept developed by client and gauge its perceived value
    Project Outcomes

    Solution/Outcome

    • The client was provided with detailed information on the current challenges faced, drivers to purchase and process of purchase (including stakeholders involved) for a PFS System
    • Max-Diff analysis was run to identify key attributes considered while purchasing a PFS System and their importance to help client prioritize the attributes in new product development
    • Satisfaction rating for PFS brands was captured to understand the performance of client brand vs. competition and identify the key differentiating attribute for each of the brand
    • Detailed feedback/reactions on the novel concept developed by the client including likelihood to adopt the concept for their facility
    • Perceptions driving concept adoption and understanding on the willingness to pay premium for the concept and purchase options preferred to help client formulate strategies to gain market share/increase revenue

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