Medical Devices
[Result]
Finding innovation opportunities with needs-based segments
A medical device leader targeted a complex disease area with only one effective treatment, and needed to know where innovation would matter most.
Read the case →
Healthcare Market Research
Services
Healthcare Market Research
Market Edge’s healthcare research team uses clinical knowledge and an extensive physician and patient network to analyze standards of care, costs and pain points, find innovation opportunities and quantify the value created for patients, physicians, payers and providers.
Who it’s for
- Medical device innovation and marketing teams
- Companies preparing a device launch
- Startups validating value for investors
What you get
- Needs-based segmentation
- Value proposition and launch roadmap
- Innovation roadmap
[Sample output: screenshot of an anonymized deliverable]
What we hear from clients
Paraphrased and anonymized from recent conversations with marketing and commercial leaders.
“We need to understand how our new implant creates value, clinically and economically.”
“We want a needs-based segmentation to guide product development.”
“We need market insights for a specific clinical area this quarter.”
Our point of view
Healthcare research has to speak to several stakeholders at once: patients, physicians, providers and payers. We combine clinical knowledge, an extensive physician and patient network and structured analysis so the findings shape the value proposition and launch, not just a report.
How it works
01
Define
Clinical area, stakeholders and decisions.
02
Recruit
Physicians and patients across specialties.
03
Research
Interviews, surveys and observation.
04
Quantify
Clinical and economic value, segments and roadmap.
Formats clients use
Physician interviews
Structured interviews across specialties.
Patient and user research
Observation and interviews in the care setting.
Needs-based segmentation
Segments that guide innovation and product development.
Value proposition and launch roadmap
Clinical and economic value turned into a launch plan.
Related case studies
All case studies →Medical Devices · 10-year plan
[Result]
A 10-year innovation roadmap for a medical device leader
A category-leading device company wanted significant growth in current and new markets over a 10-year horizon.
Read the case →Medical Devices · Implant
[Result]
Proving the clinical and economic value of a new implant
A minimally invasive implant offered a new option for high-risk patients. The business needed to show its value before launch.
Read the case →Healthcare · Startup
[Result]
Go-to-market strategy for a fall-protection startup
ActiveProtective, inventors of the Tango Belt, needed to understand the value of their device for geriatric and high-risk patients.
Read the case →Situations where clients use this
"We're about to launch, and the price is cost plus margin."
Pricing a new product launch
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →"We don't have a structured way to evaluate ideas before R&D starts."
Deciding which innovation projects to fund
R&D is busy, but nobody can say which projects deserve funding or how they compare.
How we help →Questions clients ask
Which specialties do you cover?
Including orthopedics, cardiology, neurology and ophthalmology, among others.
Can you research quickly?
Yes. Focused market insight studies can run within a quarter.
Do you help with pricing too?
Yes. Research often feeds directly into value pricing and the launch value story.
How do patients and physicians take part?
Through our research network, with sign-up by specialty.
Interested in Healthcare Market Research?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.