Medical Device Feature Set
A medical device client wanted to determine which features should be included in its 3 product models (good, better, best), and identify innovation opportunities for its future pipeline.
In teleweb interviews, HCPs completed a product sort – placing the features into “buckets” (good, better, best). This interactive activity fostered a dialog that uncovers underlying rationale for placing features and understanding why specific features “break” into product tiers in the minds of HCPs. A role play exercise was used in which the HCP played a company rep detailing a value vs. premium device to elicit underlying drivers.
Research results allowed the client to understand and prioritize the features that should be included in each model, along with rationale. Results indicated a two-product portfolio is likely a better go to market strategy for this client.